2 Paths to Forming Better Habits: The Habits of Tea


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  • 2 Paths to Forming Better Habits: The Habits of Tea

    1. 1. The Habits of TEA 2 Paths to Forming Better Habits OCCASION into CUSTOMS SUBSTITUTE into NORMS With Tips for Introducing New Product! Lily Cheng May 13, 2010 habits.stanford.edu
    2. 2. Drinking tea for the FIRST TIME: Green Dot - in a bundle of Green Dots Occasion 1. participating in other “cultural” traditions or new experiences* Example: - Jasmine tea at a Chinese Restaurant - Study at a new cafe where tea is popular - Over at a friends house and everyone is drinking tea *New experiences often introduce “bundles” of opportunity to try many new things - trying a new product may or may not be the primary experience. Tip: Introduce new products in the context of new experiences - people may be more willing to try them out!
    3. 3. Drinking tea on CUE... CUE broadens to Path Blue Dot - in a bundle of Blue Dots Blue Dot increasing in frequency to Blue Path Repeated Emerging Occasion Custom 2. I drink tea WHEN... 3. I drink tea WHENEVER... Example: Example: - When I’m at a Chinese restaurant - Whenever I have Chinese food - When I study at the tea cafe - Whenever I study - When I’m over at my friends house - Whenever I see my friend New experiences are repeated until they As time goes one, contexts broaden, creating become familiar, and actions become specific customs. ritualized. Tip: Associating a new product with an experience the customer is likely to repeat can help build habits.
    4. 4. Drinking tea for the FIRST TIME: Green Dot WITH Grey Dot Substitute A. substitute for other drinks Example: - Something more sophisticated than lemonade - Something less caffeinated than coffee - Something I haven’t had before, instead of something familiar** **There is a tendency to focus on the newness when building new habits... but almost always, new products will be compared and related to other options. Tip: Replacing an existing habit can be easier than building new ones!
    5. 5. Drinking tea on CUE... CUE broadens to Path increasing Blue Dot w/ increasing Grey Dot Blue Dot becomes Blue Path w/ Grey or Black Path Repeated Emerging Substitute Norm B. I drink tea WHEN... C. I drink tea BECAUSE... Example: Example: - When I want to feel sophisticated - I am sophisticated - When I don’t want caffeine - I don’t want lots of caffeine - When I’m tired of the same old - I’m unique As time goes one, frequent repeat behavior When a substitution increases in frequency, changes norms and becomes linked to the behavior become familiar and ritualized. identities and preferences. Tip: Replacing bad habits with good ones is a great way to get rid of bad habits!
    6. 6. Thanks! Comments welcome! Contact Lily with questions: clily at stanford dot edu