In “The Chimp Paradox,” Dr. Steve Peters introduces a model of the mind, often referred to as the “chimp model,” which proposes that the human brain consists of three key components: The Human (the rational part of the brain), The Chimp (the emotional part of the brain), and The Computer.

In this model, The Computer represents the automatic and habitual part of the brain. It is akin to the subconscious mind, responsible for storing and executing programmed behaviors, responses, and habits. The computer processes information rapidly and automatically without conscious effort or evaluation.

The concept of The Computer aligns with the broader understanding of habit formation and the automaticity of behaviors. Habits, once formed, become ingrained in the computer and can be triggered by specific cues or contexts, leading to routine, subconscious responses.

For many years, I focused my messaging on The Chimp and The Human. What kind of marketing could possibly change someone’s behavior? When you think about it, many brands do, and they do it so effectively that we sometimes find that we’ve formed a habit without even noticing it.

The habit loop

The habit loop consists of three components: the cue, the routine, and the reward. The cue serves as a trigger that prompts the behavior; the routine is the behavior itself, and the reward is the positive reinforcement that follows the behavior. The habit loop creates a cycle that strengthens the habit over time.

For example, let’s say you walk to work every morning and walk by a coffee shop that you’ve seen a heartwarming advert for; they have a promotion on. One morning, you decide to pop into the coffee shop and take advantage of that offer. The offer is your cue. An offer can be environmental, emotional, social, or situational, and marketers can tailor their marketing messages or the design of their services (or products) to align with those.

So, you’ve bought your coffee once, and it’s spiked your dopamine. You walk past the coffee shop daily, and the offer is only running for a few more weeks, so you decide to treat yourself occasionally. Getting the coffee for you is simple, convenient, and an excellent start to the day. You’re at the early stage of making this a habit. Soon it could become an action you do once a week as a treat to yourself. This is an example of the routine. Marketers make it easy for you to buy the coffee – even their smiling staff boost you with energy, making you feel good.

You’ve been doing this for a few weeks now, and you realize that they offer a loyalty card or even a subscription for free drinks. You feel like you want to be a part of this club! Within 3 months, you’re starting your day with the coffee shop coffee (and sometimes a croissant) and feeling very good about yourself! By associating positive rewards with the behavior, marketers strengthen the habit loop and encourage the consumer to continue their behavior in pursuit of the reward.

What's really going on

Several elements in the example above are widely used to create habits. By making locations that look familiar – through a consistent brand identity and layout – our brains recognize the colors, signage, and displays and associate them with the brand positioning. It also makes us feel safe because we’re in a familiar environment. The more time we spend at that location, the stronger the brand association becomes.

By fitting into existing habits (fast-food chains strategically position themselves near busy commuter routes), marketers make it convenient for customers to choose their brand repeatedly. And you don’t just see this on the high street – Amazon Prime, for example, provides super easy access to a wide range of products (and entertainment).

Building an emotional connection through storytelling is another powerful tool- tapping into a customer’s emotions, you start to feel positive feelings toward the brand. When we feel emotionally connected to a brand or product, we’re more likely to engage with it repeatedly.

Loyalty programs reinforce positive habits by instilling a sense of satisfaction and reinforcing the habit of choosing a particular brand.

The take away

We see that The Computer part of the brain switches us to autopilot, and we instinctively find ourselves repeating our behavior. But remember, a habit can always be undone, and even your best customer can turn against you – so it’s vital to keep those standards high. And if you find yourself trapped in a particular habit with a brand, you can change the situation by forcing yourself to make a conscious decision. In the coffee shop example above, I changed the route I walked to work.