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Tony Dungy
Claude C. Hopkins was an influential American advertiser who ran several massive, successful marketing campaigns in the late 19th and early 20th centuries. Most notably, he made tooth-brushing into a national habit by promising that the toothpaste Pepsodent would remove the film from people’s teeth. Hopkins also developed key rules for advertising—like finding clear cues and rewards to get consumers to use products. However, Duhigg argues that Hopkins overlooked the importance of cravings (which depend on connecting the cue to the reward, so that people actively seek out a new habit).
Claude C. Hopkins Quotes in The Power of Habit
The The Power of Habit quotes below are all either spoken by Claude C. Hopkins or refer to Claude C. Hopkins . For each quote, you can also see the other characters and themes related to it (each theme is indicated by its own dot and icon, like this one:
).
Chapter 2
Quotes
Dabbing a bit of sunscreen on your face each morning significantly lowers the odds of skin cancer. Yet, while everyone brushes their teeth, fewer than 10 percent of Americans apply sunscreen each day. Why?
Because there’s no craving that has made sunscreen into a daily habit. Some companies are trying to fix that by giving sunscreens a tingling sensation or something that lets people know they’ve applied it to their skin. They’re hoping it will cue an expectation the same way the craving for a tingling mouth reminds us to brush our teeth.
Related Characters:
Related Themes:
Page Number and Citation:
Explanation and Analysis:
Get the entire The Power of Habit LitChart as a printable PDF.
Claude C. Hopkins Quotes in The Power of Habit
The The Power of Habit quotes below are all either spoken by Claude C. Hopkins or refer to Claude C. Hopkins . For each quote, you can also see the other characters and themes related to it (each theme is indicated by its own dot and icon, like this one:
).
Chapter 2
Quotes
Dabbing a bit of sunscreen on your face each morning significantly lowers the odds of skin cancer. Yet, while everyone brushes their teeth, fewer than 10 percent of Americans apply sunscreen each day. Why?
Because there’s no craving that has made sunscreen into a daily habit. Some companies are trying to fix that by giving sunscreens a tingling sensation or something that lets people know they’ve applied it to their skin. They’re hoping it will cue an expectation the same way the craving for a tingling mouth reminds us to brush our teeth.
Related Characters:
Related Themes:
Page Number and Citation:
Explanation and Analysis:
