8 How to Make a Habit Irresistible
如何养成不可抗拒的习惯
IN THE 1940S, a Dutch scientist named Niko Tinbergen performed a series of experiments that transformed our understanding of what motivates us. Tinbergen—who eventually won a Nobel Prize for his work—was investigating herring gulls, the gray and white birds often seen flying along the seashores of North America.
在20世纪40年代，一位名叫尼科·廷伯根的荷兰科学家进行了一系列的实验，这些实验改变了我们对什么的理解激励我们。丁伯根最终因他的工作获得了诺贝尔奖，他当时正在研究鲱鱼，这种灰白色的鸟经常在北美洲的海岸上飞行。
Adult herring gulls have a small red dot on their beak, and Tinbergen noticed that newly hatched chicks would peck this spot whenever they wanted food. To begin one experiment, he created a collection of fake cardboard beaks, just a head without a body. When the parents had flown away, he went over to the nest and offered these dummy beaks to the chicks. The beaks were obvious fakes, and he assumed the baby birds would reject them altogether.
成年的鲱鱼鸥在它们的嘴上有一个小红点，丁伯根注意到刚孵化出来的小鸟会在它们想要食物的时候啄这个小红点。在开始一个实验时，他收集了一些假的硬纸板喙，只是一个没有身体的头。当父母飞走后，他走到鸟巢，把这些假喙给雏鸟。这些喙明显是假的，他认为雏鸟会完全拒绝它们。
However, when the tiny gulls saw the red spot on the cardboard beak, they pecked away just as if it were attached to their own mother. They had a clear preference for those red spots—as if they had been genetically programmed at birth. Soon Tinbergen discovered that the bigger the red spot, the faster the chicks pecked. Eventually, he created a beak with three large red dots on it. When he placed it over the nest, the baby birds went crazy with delight. They pecked at the little red patches as if it was the greatest beak they had ever seen.
然而，当小海鸥看到硬纸板鸟嘴上的红色斑点时，它们就像啄自己的母亲一样啄走了。他们对那些红色斑点有明显的偏好，就好像他们在出生时就被遗传了一样。不久，丁伯根发现，红斑越大，雏鸟啄食的速度越快。最终，他创造了一个上面有三个大红点的喙。当他把它放在鸟巢上时，小鸟们欣喜若狂。它们啄着小小的红色斑块，仿佛这是它们见过的最大的喙。
Tinbergen and his colleagues discovered similar behavior in other animals. For example, the greylag goose is a ground-nesting bird. Occasionally, as the mother moves around on the nest, one of the eggs will roll out and settle on the grass nearby. Whenever this happens, the goose will waddle over to the egg and use its beak and neck to pull it back into the nest.
丁伯根和他的同事在其他动物身上也发现了类似的行为。例如，灰雁是一种在地面筑巢的鸟。偶尔，当母亲在巢中移动时，其中一个蛋会滚出来，落在附近的草地上。每当这种情况发生，鹅就会摇摇摆摆地走向蛋，用它的嘴和脖子把它拉回巢里。
Tinbergen discovered that the goose will pull any nearby round object, such as a billiard ball or a lightbulb, back into the nest. The bigger the object, the greater their response. One goose even made a tremendous effort to roll a volleyball back and sit on top. Like the baby gulls automatically pecking at red dots, the greylag goose was following an instinctive rule: When I see a round object nearby, I must roll it back into the nest. The bigger the round object, the harder I should try to get it.
丁伯根发现，鹅会把附近的任何圆形物体，如台球或灯泡，拉回巢穴。物体越大，它们的反应就越大。一只鹅甚至做出了巨大的努力，滚了一个排球回来，坐在上面。就像小海鸥会自动地啄食红点一样，灰雁也遵循着一条本能的规则:当我看到附近有一个圆形物体时，我必须把它滚回巢里去。圆形物体越大，我就越难拿到它。
It’s like the brain of each animal is preloaded with certain rules for behavior, and when it comes across an exaggerated version of that rule, it lights up like a Christmas tree. Scientists refer to these exaggerated cues as supernormal stimuli. A supernormal stimulus is a heightened version of reality—like a beak with three red dots or an egg the size of a volleyball—and it elicits a stronger response than usual.
就好像每个动物的大脑都预先设定了某些行为规则，当它遇到一个夸张版本的规则时，它就会像圣诞树一样亮起来。科学家把这些夸张的暗示称为超常刺激。超正常的刺激是现实的一种加强版ーー就像一个长着三个红点的鸟嘴或者一个排球大小的鸡蛋ーー而且它引起的反应比平常更强烈。
Humans are also prone to fall for exaggerated versions of reality. Junk food, for example, drives our reward systems into a frenzy. After spending hundreds of thousands of years hunting and foraging for food in the wild, the human brain has evolved to place a high value on salt, sugar, and fat. Such foods are often calorie-dense and they were quite rare when our ancient ancestors were roaming the savannah. When you don’t know where your next meal is coming from, eating as much as possible is an excellent strategy for survival.
人类也容易被夸大的现实所迷惑。例如，垃圾食品会让我们的奖励系统陷入疯狂。人类大脑经过几十万年的野外狩猎和觅食，已经进化出对盐、糖和脂肪的高度重视。这些食物通常都是高热量的，而且在我们远古祖先漫步大草原的时候，它们是非常罕见的。当你不知道你的下一顿饭是从哪里来的时候，尽可能多的吃是一个极好的生存策略。
Today, however, we live in a calorie-rich environment. Food is abundant, but your brain continues to crave it like it is scarce. Placing a high value on salt, sugar, and fat is no longer advantageous to our health, but the craving persists because the brain’s reward centers have not changed for approximately fifty thousand years. The modern food industry relies on stretching our Paleolithic instincts beyond their evolutionary purpose.
然而，今天，我们生活在一个热量丰富的环境中。食物是丰富的，但你的大脑继续渴望它，就像它是稀缺的。高度重视盐、糖和脂肪不再有利于我们的健康，但渴望依然存在，因为大脑的奖励中心大约五万年来没有改变。现代食品工业依赖于将旧石器时代的本能延伸到进化的目的之外。
A primary goal of food science is to create products that are more attractive to consumers. Nearly every food in a bag, box, or jar has been enhanced in some way, if only with additional flavoring. Companies spend millions of dollars to discover the most satisfying level of crunch in a potato chip or the perfect amount of fizz in a soda. Entire departments are dedicated to optimizing how a product feels in your mouth—a quality known as orosensation. French fries, for example, are a potent combination—golden brown and crunchy on the outside, light and smooth on the inside.
食品科学的一个主要目标是创造出对消费者更具吸引力的产品。几乎包装袋、盒子或罐子里的每一种食物都在某种程度上得到了加强，如果只是添加了额外的调味品的话。公司花费数百万美元去发现薯片最令人满意的嘎吱声或苏打水中完美数量的嘶嘶声。整个部门都致力于优化产品在口腔中的感觉——一种被称为爽感的质量。例如，法式炸薯条就是一种强有力的组合——外表呈金黄色，松脆，内部轻盈光滑。
Other processed foods enhance dynamic contrast, which refers to items with a combination of sensations, like crunchy and creamy. Imagine the gooeyness of melted cheese on top of a crispy pizza crust, or the crunch of an Oreo cookie combined with its smooth center. With natural, unprocessed foods, you tend to experience the same sensations over and over—how’s that seventeenth bite of kale taste? After a few minutes, your brain loses interest and you begin to feel full. But foods that are high in dynamic contrast keep the experience novel and interesting, encouraging you to eat more.
其他加工食品增强动态对比，这指的是一个组合的感觉，如松脆和奶油。想象一下酥脆的比萨饼皮上的融化的奶酪黏糊糊的，或者奥利奥饼干的酥脆与光滑的中心结合在一起。天然的，未经加工的食物，你倾向于一遍又一遍地体验相同的感觉ーー第十七口甘蓝味道如何？几分钟后，你的大脑失去了兴趣，你开始感到饱了。但是动态对比度高的食物会让你的体验新奇有趣，鼓励你多吃。
Ultimately, such strategies enable food scientists to find the “bliss point” for each product—the precise combination of salt, sugar, and fat that excites your brain and keeps you coming back for more. The result, of course, is that you overeat because hyperpalatable foods are more attractive to the human brain. As Stephan Guyenet, a neuroscientist who specializes in eating behavior and obesity, says, “We’ve gotten too good at pushing our own buttons.”
最终，这些策略使食品科学家能够为每一种食品找到“极乐点”——盐、糖和脂肪的精确组合，这种组合能够刺激你的大脑，让你不断地回来购买更多的食品。当然，结果就是你吃得过多，因为超级美味的食物对人脑更有吸引力。正如专门研究饮食行为和肥胖问题的神经学家StephanGuyenet所说，“我们已经太擅长按自己的按钮了。”
The modern food industry, and the overeating habits it has spawned, is just one example of the 2nd Law of Behavior Change: Make it attractive. The more attractive an opportunity is, the more likely it is to become habit-forming.
现代食品工业以及由此产生的过度饮食习惯，只是第二条行为改变法则的一个例子:让它具有吸引力。一个机会越有吸引力，就越有可能形成习惯。
Look around. Society is filled with highly engineered versions of reality that are more attractive than the world our ancestors evolved in. Stores feature mannequins with exaggerated hips and breasts to sell clothes. Social media delivers more “likes” and praise in a few minutes than we could ever get in the office or at home. Online porn splices together stimulating scenes at a rate that would be impossible to replicate in real life. Advertisements are created with a combination of ideal lighting, professional makeup, and Photoshopped edits—even the model doesn’t look like the person in the final image. These are the supernormal stimuli of our modern world. They exaggerate features that are naturally attractive to us, and our instincts go wild as a result, driving us into excessive shopping habits, social media habits, porn habits, eating habits, and many others.
看看周围。社会充满了高度工程化的现实版本，这些版本比我们祖先进化的世界更具吸引力。商店里有夸张臀部和胸部的人体模特来卖衣服。社交媒体在短短几分钟内所传递的“赞”和表扬，比我们在办公室或家里所能得到的还要多。网络色情以一种在现实生活中无法复制的速度将刺激的场景拼接在一起。广告的创作结合了理想的灯光、专业的化妆和ps过的编辑，甚至连模特看起来都不像最终照片中的人物。这些都是我们现代世界的超常刺激。他们夸大那些天生对我们有吸引力的特征，结果我们的直觉变得疯狂，使我们陷入过度的购物习惯、社交媒体习惯、色情习惯、饮食习惯等等。
If history serves as a guide, the opportunities of the future will be more attractive than those of today. The trend is for rewards to become more concentrated and stimuli to become more enticing. Junk food is a more concentrated form of calories than natural foods. Hard liquor is a more concentrated form of alcohol than beer. Video games are a more concentrated form of play than board games. Compared to nature, these pleasure-packed experiences are hard to resist. We have the brains of our ancestors but temptations they never had to face.
如果以史为鉴，那么未来的机遇将比今天的机遇更具吸引力。现在的趋势是奖励变得更加集中，刺激变得更加诱人。垃圾食品比天然食品含有更多的卡路里。烈性酒是一种比啤酒浓度更高的酒精。电子游戏是更多的而不是棋类游戏。与大自然相比，这些充满快乐的体验是难以抗拒的。我们拥有祖先的大脑，但他们从未面对过诱惑。
If you want to increase the odds that a behavior will occur, then you need to make it attractive. Throughout our discussion of the 2nd Law, our goal is to learn how to make our habits irresistible. While it is not possible to transform every habit into a supernormal stimulus, we can make any habit more enticing. To do this, we must start by understanding what a craving is and how it works.
如果你想增加某种行为发生的几率，那么你需要让它具有吸引力。通过我们对第二定律的讨论，我们的目标是学习如何让我们的习惯不可抗拒。虽然不可能把每个习惯都变成超常刺激，但我们可以让任何习惯变得更诱人。要做到这一点，我们必须首先了解渴望是什么以及它是如何起作用的。
We begin by examining a biological signature that all habits share— the dopamine spike.
我们首先研究所有习惯都有的一个生物学特征——多巴胺峰。
THE DOPAMINE-DRIVEN FEEDBACK LOOP
多巴胺驱动的反馈回路
Scientists can track the precise moment a craving occurs by measuring a neurotransmitter called dopamine.* The importance of dopamine became apparent in 1954 when the neuroscientists James Olds and Peter Milner ran an experiment that revealed the neurological processes behind craving and desire. By implanting electrodes in the brains of rats, the researchers blocked the release of dopamine. To the surprise of the scientists, the rats lost all will to live. They wouldn’t eat. They wouldn’t have sex. They didn’t crave anything. Within a few days, the animals died of thirst.
科学家可以通过测量一种叫做多巴胺的神经递质来精确地追踪渴望发生的时刻。1954年，神经科学家詹姆斯·奥尔兹和彼得·米尔纳进行了一项实验，揭示了渴望和欲望背后的神经过程。通过在老鼠大脑中植入电极，研究人员阻止了多巴胺的释放。令科学家惊讶的是，老鼠失去了生存的意志。他们不吃东西。他们不会做爱。他们不渴望任何东西。没过几天，这些动物就渴死了。
In follow-up studies, other scientists also inhibited the dopamine-releasing parts of the brain, but this time, they squirted little droplets of sugar into the mouths of the dopamine-depleted rats. Their little rat faces lit up with pleasurable grins from the tasty substance. Even though dopamine was blocked, they liked the sugar just as much as before; they just didn’t want it anymore. The ability to experience pleasure remained, but without dopamine, desire died. And without desire, action stopped.
在接下来的研究中，其他科学家也抑制了大脑中释放多巴胺的部分，但是这一次，他们向缺乏多巴胺的老鼠口中喷射了少量的糖分。他们的小老鼠脸上因为这种美味的物质而露出愉快的笑容。尽管多巴胺被抑制了，他们还是和以前一样喜欢吃糖;他们只是不想再吃糖了。体验快乐的能力依然存在，但是没有多巴胺，欲望就消失了。没有欲望，行动就停止了。
When other researchers reversed this process and flooded the reward system of the brain with dopamine, animals performed habits at breakneck speed. In one study, mice received a powerful hit of dopamine each time they poked their nose in a box. Within minutes, the mice developed a craving so strong they began poking their nose into the box eight hundred times per hour. (Humans are not so different: the average slot machine player will spin the wheel six hundred times per hour.)
当其他研究人员逆转这一过程，向大脑的奖赏系统注入大量多巴胺时，动物的习惯表现得非常迅速。在一项研究中，老鼠每次把鼻子伸进盒子里，都会得到强大的多巴胺的注射。几分钟之内，老鼠产生了一种强烈的渴望，它们开始每小时八百次把鼻子伸进盒子里。(人类不是这样的，不同的是:老虎机玩家平均每小时转动轮子600次。)
Habits are a dopamine-driven feedback loop. Every behavior that is highly habit-forming—taking drugs, eating junk food, playing video games, browsing social media—is associated with higher levels of dopamine. The same can be said for our most basic habitual behaviors like eating food, drinking water, having sex, and interacting socially.
习惯是一个多巴胺驱动的反馈回路。每一种容易上瘾的行为ーー吸毒、吃垃圾食品、玩电子游戏、浏览社交媒体ーー都与多巴胺水平升高有关。同样的道理也适用于我们最基本的习惯性行为，比如吃东西、喝水、做爱和社交互动。
For years, scientists assumed dopamine was all about pleasure, but now we know it plays a central role in many neurological processes, including motivation, learning and memory, punishment and aversion, and voluntary movement.
多年来，科学家们一直认为多巴胺与快乐有关，但现在我们知道它在许多神经过程中扮演着中心角色，包括动机、学习和记忆、惩罚和厌恶以及自愿的运动。
When it comes to habits, the key takeaway is this: dopamine is released not only when you experience pleasure, but also when you anticipate it. Gambling addicts have a dopamine spike right before they place a bet, not after they win. Cocaine addicts get a surge of dopamine when they see the powder, not after they take it. Whenever you predict that an opportunity will be rewarding, your levels of dopamine spike in anticipation. And whenever dopamine rises, so does your motivation to act.
谈到习惯，关键的一点是:多巴胺不仅在你体验快乐的时候释放，也在你期待快乐的时候释放。赌博成瘾者在下注前会产生多巴胺峰值，而不是在他们赢了之后。可卡因成瘾者在看到药粉时会产生大量的多巴胺，而不是在服用之后。每当你预测一个机会会带来回报时，你的多巴胺水平就会在期待中飙升。每当多巴胺升高，你采取行动的动机也随之升高。
It is the anticipation of a reward—not the fulfillment of it—that gets us to take action.
促使我们采取行动的是对奖励的期待，而不是奖励的实现。
Interestingly, the reward system that is activated in the brain when you receive a reward is the same system that is activated when you anticipate a reward. This is one reason the anticipation of an experience can often feel better than the attainment of it. As a child, thinking about Christmas morning can be better than opening the gifts. As an adult, daydreaming about an upcoming vacation can be more enjoyable than actually being on vacation. Scientists refer to this as the difference between “wanting” and “liking.”
有趣的是，当你得到奖励时，大脑中激活的奖励系统和你期待奖励时激活的系统是一样的。这就是为什么对一次经历的期待往往比得到它的感觉更好。作为一个孩子，想着圣诞节的早晨可能比打开礼物更好。作为一个成年人，对即将到来的假期做白日梦比真正的度假更有乐趣。科学家称之为“想要”和“喜欢”的区别
THE DOPAMINE SPIKE
多巴胺刺激
FIGURE 9: Before a habit is learned (A), dopamine is released when the reward is experienced for the first time. The next time around (B), dopamine rises before taking action, immediately after a cue is recognized. This spike leads to a feeling of desire and a craving to take action whenever the cue is spotted. Once a habit is learned, dopamine will not rise when a reward is experienced because you already expect the reward. However, if you see a cue and expect a reward, but do not get one, then dopamine will drop in disappointment (C). The sensitivity of the dopamine response can clearly be seen when a reward is provided late (D). First, the cue is identified and dopamine rises as a craving builds. Next, a response is taken but the reward does not come as quickly as expected and dopamine begins to drop. Finally, when the reward comes a little later than you had hoped, dopamine spikes again. It is as if the brain is saying, “See! I knew I was right. Don’t forget to repeat this action next time.”
图9:在养成一个习惯之前(a)，当第一次体验到奖励时，多巴胺就会释放出来。下一次(b)，多巴胺在采取行动之前上升，在线索被识别之后。这个峰值会导致一种欲望的感觉，以及一旦发现线索就想采取行动的渴望。一旦养成了一个习惯，多巴胺就不会因为你已经期待了回报而在奖励的体验中产生。然而，如果你看到一个线索并期待一个回报，但是没有得到，那么多巴胺就会在失望中下降(c)。当奖励迟到时，多巴胺反应的敏感性可以清楚地看到。首先，线索被识别出来，多巴胺随着渴望的积累而升高。接下来，他们做出了反应，但奖励并没有预期的那么快，多巴胺开始下降。最后，当奖励来得比你预期的晚一点时，多巴胺会再次升高。这就好像大脑在说，“看！我知道我是对的。下次别忘了重复这个动作。”
Your brain has far more neural circuitry allocated for wanting rewards than for liking them. The wanting centers in the brain are large: the brain stem, the nucleus accumbens, the ventral tegmental area, the dorsal striatum, the amygdala, and portions of the prefrontal cortex. By comparison, the liking centers of the brain are much smaller. They are often referred to as “hedonic hot spots” and are distributed like tiny islands throughout the brain. For instance, researchers have found that 100 percent of the nucleus accumbens is activated during wanting. Meanwhile, only 10 percent of the structure is activated during liking.
你的大脑中有更多的神经回路是为了想要奖励而分配的，而不是为了喜欢他们。大脑中的欲望中心很大:脑干、伏隔核、中脑腹侧被盖区、背纹状体、杏仁核和脑前额叶外皮的一部分。相比之下，大脑的喜欢中心要小得多。它们通常被称为“享乐热点”，并且像小岛一样分布在大脑各处。例如，研究人员发现，100%的伏隔核在想要的时候会被激活。同时，只有10%的结构在喜欢的时候被激活。
The fact that the brain allocates so much precious space to the regions responsible for craving and desire provides further evidence of the crucial role these processes play. Desire is the engine that drives behavior. Every action is taken because of the anticipation that precedes it. It is the craving that leads to the response.
大脑将如此宝贵的空间分配给负责渴望和欲望的区域，这一事实进一步证明了这些过程所起的关键作用。欲望是驱动行为的引擎。每一个行动都是由于预先的期待而采取的。正是这种渴望导致了反应。
These insights reveal the importance of the 2nd Law of Behavior Change. We need to make our habits attractive because it is the expectation of a rewarding experience that motivates us to act in the first place. This is where a strategy known as temptation bundling comes into play.
这些见解揭示了行为变化第二定律的重要性。我们需要使我们的习惯具有吸引力，因为它是一个有益的经验的期望，促使我们首先采取行动。这就是所谓的诱惑捆绑策略发挥作用的地方。
HOW TO USE TEMPTATION BUNDLING TO MAKE YOUR HABITS MORE ATTRACTIVE
如何利用诱惑捆绑使你的习惯更有吸引力
Ronan Byrne, an electrical engineering student in Dublin, Ireland, enjoyed watching Netflix, but he also knew that he should exercise more often than he did. Putting his engineering skills to use, Byrne hacked his stationary bike and connected it to his laptop and television. Then he wrote a computer program that would allow Netflix to run only if he was cycling at a certain speed. If he slowed down for too long, whatever show he was watching would pause until he started pedaling again. He was, in the words of one fan, “eliminating obesity one Netflix binge at a time.”
罗南·伯恩是爱尔兰都柏林的一名电子工程专业的学生，他喜欢看Netflix的节目，但他也知道自己应该多锻炼。伯恩利用他的工程技术，黑进了他的固定自行车，并把它连接到他的笔记本电脑和电视机上。然后他编写了一个计算机程序，只有当他以一定的速度骑自行车时，Netflix才能运行。如果他放慢速度太久，不管他在看什么节目，都会暂停，直到他再次开始踩踏板。用一个粉丝的话来说，他是“一次一个Netflix狂欢式地消除肥胖”
He was also employing temptation bundling to make his exercise habit more attractive. Temptation bundling works by linking an action you want to do with an action you need to do. In Byrne’s case, he bundled watching Netflix (the thing he wanted to do) with riding his stationary bike (the thing he needed to do).
他还利用捆绑诱惑，使自己的锻炼习惯更具吸引力。诱惑捆绑的工作原理是将你想做的动作与你需要做的动作联系起来。在Byrne的例子中，他把观看Netflix(他想做的事情)和骑固定自行车(他需要做的事情)捆绑在一起。
Businesses are masters at temptation bundling. For instance, when the American Broadcasting Company, more commonly known as ABC, launched its Thursday-night television lineup for the 2014–2015 season, they promoted temptation bundling on a massive scale.
企业是诱惑捆绑的大师。例如，当美国广播公司电视台，也就是通常所说的ABC电视台，在周四晚上推出2014-2015赛季的电视节目时，他们大规模地推广了诱惑捆绑销售。
Every Thursday, the company would air three shows created by screenwriter Shonda Rhimes—Grey’s Anatomy, Scandal, and How to Get Away with Murder. They branded it as “TGIT on ABC” (TGIT stands for Thank God It’s Thursday). In addition to promoting the shows, ABC encouraged viewers to make popcorn, drink red wine, and enjoy the evening.
每周四，该公司将播出三部由编剧珊达·莱姆斯创作的电视剧ー《实习医生格蕾》、《丑闻》和《如何逃脱谋杀》。他们把它命名为“美国广播公司的TGIT”(TGIT代表感谢上帝，今天是星期四)。除了宣传节目，美国广播公司还鼓励观众做爆米花，喝红酒，享受夜晚。
Andrew Kubitz, head of scheduling for ABC, described the idea behind the campaign: “We see Thursday night as a viewership opportunity, with either couples or women by themselves who want to sit down and escape and have fun and drink their red wine and have some popcorn.” The brilliance of this strategy is that ABC was associating the thing they needed viewers to do (watch their shows) with activities their viewers already wanted to do (relax, drink wine, and eat popcorn).
美国广播公司(ABC)日程安排主管安德鲁·库比茨(AndrewKubitz)描述了这场活动背后的想法:“我们认为周四晚上是一个收视机会，有情侣也有女性，她们想要坐下来，逃离这里，找点乐子，喝点红酒，吃点爆米花。”这种策略的绝妙之处在于，美国广播公司将观众需要做的事情(观看他们的节目)与观众已经想做的事情(放松、喝酒、吃爆米花)联系起来。
Over time, people began to connect watching ABC with feeling relaxed and entertained. If you drink red wine and eat popcorn at 8 p.m. every Thursday, then eventually “8 p.m. on Thursday” means relaxation and entertainment. The reward gets associated with the cue, and the habit of turning on the television becomes more attractive.
随着时间的推移，人们开始将观看ABC与放松和娱乐联系起来。如果你每周四晚上8点喝红酒，吃爆米花，那么最终“周四晚上8点”意味着放松和娱乐。奖励与暗示联系在一起，打开电视的习惯变得更有吸引力。
You’re more likely to find a behavior attractive if you get to do one of your favorite things at the same time. Perhaps you want to hear about the latest celebrity gossip, but you need to get in shape. Using temptation bundling, you could only read the tabloids and watch reality shows at the gym. Maybe you want to get a pedicure, but you need to clean out your email inbox. Solution: only get a pedicure while processing overdue work emails.
如果你在同一时间做你喜欢的事情，你更有可能发现一个行为很有吸引力。也许你想听听最新的名人八卦，但你需要保持身材。使用诱惑捆绑，你只能阅读小报和观看真人秀在健身房。也许你想要修脚，但是你需要清理你的电子邮件收件箱。解决方案:在处理过期的工作邮件时只做足疗。
Temptation bundling is one way to apply a psychology theory known as Premack’s Principle. Named after the work of professor David Premack, the principle states that “more probable behaviors will reinforce less probable behaviors.” In other words, even if you don’t really want to process overdue work emails, you’ll become conditioned to do it if it means you get to do something you really want to do along the way.
诱惑捆绑是一种方式应用心理学理论称为普雷马克的原则。该原理以大卫·普雷马克教授的研究成果命名，指出“更可能的行为会加强更不可能的行为。”换句话说，即使你真的不想处理过期的工作邮件，如果这意味着你一路上要做你真正想做的事情，你也会习惯于这么做。
The habit stacking + temptation bundling formula is:（习惯堆积+诱惑捆绑公式如下:）
After [CURRENT HABIT], I will [HABIT I NEED]. After [HABIT I NEED], I will [HABIT I WANT].
在[当前习惯]之后，我将[习惯我需要]。在[我需要的习惯]之后，我会[我想要的习惯]。
If you want to read the news, but you need to express more gratitude:（如果你想阅读新闻，但你需要表达更多的感激:）
After I get my morning coffee, I will say one thing I’m grateful for that happened yesterday (need).
在我喝完早晨的咖啡后，我会说一句我为昨天发生的事而感激的话(需要)。
After I say one thing I’m grateful for, I will read the news (want).
在我说了一件我感激的事情之后，我就会看新闻。
If you want to watch sports, but you need to make sales calls:（如果你想看体育节目，但你需要打销售电话:）
After I get back from my lunch break, I will call three potential clients (need).
午休回来后，我会打电话给三个潜在客户(需要)。
After I call three potential clients, I will check ESPN (want).
在我给三个潜在客户打电话之后，我会去ESPN(想要)看看。
If you want to check Facebook, but you need to exercise more:（如果你想查看Facebook，但是你需要多锻炼:）
After I pull out my phone, I will do ten burpees (need).
拿出手机后，我要做十个俯卧撑(需要)。
After I do ten burpees, I will check Facebook (want).
在我完成十次俯卧撑之后，我会查看一下Facebook。
The hope is that eventually you’ll look forward to calling three clients or doing ten burpees because it means you get to read the latest sports news or check Facebook. Doing the thing you need to do means you get to do the thing you want to do.
我们希望最终你可以给三个客户打电话或者做十个俯卧撑，因为这意味着你可以阅读最新的体育新闻或者查看Facebook。做你需要做的事意味着你可以做你想做的事。
We began this chapter by discussing supernormal stimuli, which are heightened versions of reality that increase our desire to take action. Temptation bundling is one way to create a heightened version of any habit by connecting it with something you already want. Engineering a truly irresistible habit is a hard task, but this simple strategy can be
我们以讨论超常刺激开始这一章节，超常刺激是现实的升级版本，增加我们采取行动的欲望。诱惑捆绑是一种方式创造一个提高版本的任何习惯，连接到你已经想要的东西。养成一个真正不可抗拒的习惯是一项艰巨的任务，但这个简单的策略可以
employed to make nearly any habit more attractive than it would be otherwise.
用来使几乎任何习惯比其他方式更有吸引力。
Chapter Summary
The 2nd Law of Behavior Change is make it attractive.
第二条行为改变法则是使它具有吸引力。
The more attractive an opportunity is, the more likely it is to become habit-forming.
一个机会越有吸引力，就越有可能形成习惯。
Habits are a dopamine-driven feedback loop. When dopamine rises, so does our motivation to act.
习惯是一个多巴胺驱动的反馈回路。当多巴胺上升时，我们行动的动机也随之上升。
It is the anticipation of a reward—not the fulfillment of it—that gets us to take action. The greater the anticipation, the greater the dopamine spike.
促使我们采取行动的是对奖励的期待，而不是奖励的实现。期望值越高，多巴胺峰值就越大。
Temptation bundling is one way to make your habits more attractive. The strategy is to pair an action you want to do with an action you need to do.
诱惑捆绑是使你的习惯更具吸引力的一种方式。策略是将你想做的动作与你需要做的动作配对。
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