Creatures of Habit

Charles Duhigg: So I first got interested in habits about a decade ago when I was a reporter in Iraq, and I heard about this Army Major down in a city named Kufa, which is about an hour south of Baghdad.  And I flew down to meet him.  And he had stopped riots from happening by taking kabob sellers out of the plazas.  And I thought this was totally fascinating.  What would happen is, people would get hungry, the crowds would develop and there were no kabob sellers there, so they’d all go home and the riot would never happen.  And I asked him, like, how he knew this because the riots had been a problem in Kufa for a year.  And he said that the military is like this giant habit formation experiment.  That everyone learns how to work in the military by learning how to manipulate their own habits and other people’s habits.  

And that got me super interested, and so when I got back to the U.S., it, you know, I wanted to learn about habit formation and I wanted to learn how to change my habits--lke, I wanted to lose weight and I wanted to be able to exercise easier, and there were all these things in my life that . . . I felt like I was a successful person and I was powerless over changing these patterns.  And so, the more I researched it, the more people told me, this is really a neurology issue. 

There is a woman named Wendy Wood, who did a study when she was at Duke., and she followed around college students to try to figure out how much of their day was decision-making versus how much was habit.  And what she found was that about 45 percent of all the behaviors that someone did in a day was habit.

And this gets to sort of the way that habits work, which is that there’s this thing called the “habit loop.”  There’s three parts to it:  there’s first a cue, which is a trigger for behavior, and then the behavior itself, which we usually refer to as a routine, or scientists refer to it as a routine, and then there’s the reward.  And the reward is actually why the habit happens in the first place, it’s how your brain sort of decides, should I remember this pattern for the future or not?  And the cue and the reward become neurologically intertwined until a sense of craving emerges that drives your behavior.  And this actually explains so much of our lives.  And not only, like, our lives, but also how companies function.  

If you take this framework and sort of apply it and look at the behaviors that you do, for instance, backing your car out of a driveway or why you suddenly feel hungry when you see a donut box on the counter at work but you weren’t hungry five minutes earlier, or why companies function in certain ways, why these dysfunctions emerge within a corporation, you can find these cues and rewards that kind of explain the behaviors.  So, it’s enormously important.  


Directed / Produced by

Jonathan Fowler & Elizabeth Rodd


 

Charles Duhigg, author of The Power of Habit, describes the powerful neurological 'habit loops' that underlie much of what people, corporations, and societies do.

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  • Facebook and Instagram users have been inundated with misleading ads about medication that prevents the transmission of HIV (PrEP), such as Truvada.
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LGBT groups are saying that Facebook is endangering lives by advertising misleading medical information pertaining to HIV patients.

The tech giant's laissez-faire ad policy has already been accused of threatening democracy by providing a platform for false political ads, and now policy could be fostering a major public-health concern.

LGBT groups take on Facebook’s ad policy

According to LGBT advocates, for the past six months Facebook and Instagram users have been inundated with misleading ads about medication that prevents the transmission of HIV (PrEP), such as Truvada. The ads, which The Washington Post reports appear to have been purchased by personal-injury lawyers, claim that these medications threaten patients with serious side effects. According to LGBT organizations led by GLAAD, the ads have left some patients who are potentially at risk of contracting HIV scared to take preventative drugs, even though health officials and federal regulators say the drugs are safe.

LGBT groups like GLAAD, which regularly advises Facebook on LGBT issues, reached out to the company to have the ads taken down, saying they are false. Yet, the tech titan has refused to remove the content claiming that the ads fall within the parameters of its policy. Facebook spokeswoman Devon Kearns told The Post that the ads had not been rated false by independent fact-checkers, which include the Associated Press. But others are saying that Facebook's controversial approach to ads is creating a public-health crisis.

In an open letter to Facebook sent on Monday, GLAAD joined over 50 well-known LGBTQ groups including the Human Rights Campaign, the American Academy of HIV Medicine and the National Coalition for LGBT Health to publicly condemn the company for putting "real people's lives in imminent danger" by "convincing at-risk individuals to avoid PrEP, invariably leading to avoidable HIV infections."

What Facebook’s policy risks 

Of course, this is not the first time Facebook's policy has faced scrutiny when it comes to false or ambiguous information in its ads. Social media has been both a catalyst and conduit for the rapid-fire spread of misinformation to the world wide web. As lawmakers struggle to enforce order to cyberspace and its creations, Facebook has become a symbol of the threat the internet poses to our institutions and to public safety. For example, the company has refused to take down 2020 election ads, largely funded by the Trump campaign, that spew false information. For this reason, Facebook and other social media platforms present a serious risk to a fundamental necessity of American democracy, public access to truth.

But this latest scandal underlines how the misconstrued information that plagues the web can infect other, more intimate aspects of American lives. Facebook's handling of paid-for claims about the potential health risks of taking Truvada and other HIV medications threatens lives.

"Almost immediately we started hearing reports from front-line PrEP prescribers, clinics and public health officials around the country, saying we're beginning to hear from potential clients that they're scared of trying Truvada because they're seeing all these ads on their Facebook and Instagram feeds," said Peter Staley, a long-time AIDS activist who works with the PrEP4All Collaboration, to The Post.

Unregulated Surveillance Capitalism

To be fair, the distinction between true and false information can be muddy territory. Personal injury lawyers who represent HIV patients claim that the numbers show that the potential risks of medications such as Turvada and others that contain the ingredient antiretroviral tenofovir may exist. This is particularly of note when the medication is used as a treatment for those that already have HIV rather than prevention for those that do not. But the life-saving potential of the HIV medications are unequivocally real. The problem, as some LGBT advocates are claiming, is that the ads lacked vital nuance.

It also should be pointed out that Facebook has taken action against anti-vaccine content and other ads that pose threats to users. Still, the company's dubious policies clearly pose a big problem, and it has shown no signs of adjusting. But perhaps the underlying issue is the failure to regulate what social psychologist Shoshana Zuboff calls "surveillance capitalism" by which people's experiences, personal information, and characteristics become commodities. In this case, paid-for personal-injury legal ads that target users with certain, undisclosed characteristics. It's been said that you should be wary of what you get for free, because it means you've become the product. Facebook, after all, is a business with an end goal to maximize profits.

But why does a company have this kind of power over our lives? Americans and their legislators are ensnared in an existential predicament. Figure out how to regulate Facebook and be accused with endangering free speech, or leave the cyber business alone and risk the public's health going up for sale along with its government.