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






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2 Paths to Forming Better Habits: The Habits of Tea 2 Paths to Forming Better Habits: The Habits of Tea Presentation Transcript

  • 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
  • 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!
  • 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.
  • 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!
  • 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!
  • Thanks! Comments welcome! Contact Lily with questions: clily at stanford dot edu