Charles Sellers

“I had never been a dresser. My shirts were all faded and shrunken, 5 or 6 years old, threadbare. My pants the same. I hated department stores, I hated the clerks, they acted so superior, they seemed to know the secret of life, they had a confidence I didn't possess. My shoes were always broken down and old, I disliked shoe stores too. I never purchased anything until it was completely unusable, and that included automobiles. It wasn't a matter of thrift, I just couldn't bear to be a buyer needing a seller, seller being so handsome and aloof and superior. Besides, it all took time, time when you could just be laying around and drinking.””

“Idiot America is a strange, disordered place. Everything is on the wrong shelves. The truth of something is defined by how many people will attest to it, and facts are defined by those people’s fervency. Fiction and nonfiction are defined by how well they sell. The best sellers are on one shelf, cheek by jowl, whether what’s contained in them is true or not. People wander blindly, following the Gut into dark corners and aisles that lead nowhere, confusing possibilities with threats, jumping at shadows, stumbling around. They trip over piles of fiction left strewn around the floor of the nonfiction aisles. They fall down. They land on other people, and those other people can get hurt.””

“This explains why habits are so powerful: They create neurological cravings. Most of the time, these cravings emerge so gradually that we’re not really aware they exist, so we’re often blind to their influence. But as we associate cues with certain rewards, a subconscious craving emerges in our brains that starts the habit loop spinning. One researcher at Cornell, for instance, found how powerfully food and scent cravings can affect behavior when he noticed how Cinnabon stores were positioned inside shopping malls. Most food sellers locate their kiosks in food courts, but Cinnabon tries to locate their stores away from other food stalls.2.24 Why? Because Cinnabon executives want the smell of cinnamon rolls to waft down hallways and around corners uninterrupted, so that shoppers will start subconsciously craving a roll. By the time a consumer turns a corner and sees the Cinnabon store, that craving is a roaring monster inside his head and he’ll reach, unthinkingly, for his wallet. The habit loop is spinning because a sense of craving has emerged.””