1. The Habits of TEA
2 Paths to Forming Better Habits
OCCASION into CUSTOMS
SUBSTITUTE into NORMS
With Tips for Introducing New Product!
Lily Cheng
May 13, 2010
habits.stanford.edu

2. Drinking tea for the FIRST TIME:
Green Dot - in a bundle of Green Dots
Occasion
1. participating in other “cultural”
traditions or new experiences*
Example:
- Jasmine tea at a Chinese Restaurant
- Study at a new cafe where tea is popular
- Over at a friends house and everyone is drinking
tea
*New experiences often introduce “bundles” of opportunity to try many new things - trying a new product may
or may not be the primary experience.
Tip: Introduce new products in the context of new experiences - people may
be more willing to try them out!

3. Drinking tea on CUE... CUE broadens to Path
Blue Dot - in a bundle of Blue Dots Blue Dot increasing in frequency to Blue Path
Repeated Emerging
Occasion Custom
2. I drink tea WHEN... 3. I drink tea WHENEVER...
Example: Example:
- When I’m at a Chinese restaurant - Whenever I have Chinese food
- When I study at the tea cafe - Whenever I study
- When I’m over at my friends house - Whenever I see my friend
New experiences are repeated until they As time goes one, contexts broaden, creating
become familiar, and actions become specific customs.
ritualized.
Tip: Associating a new product with an experience the customer is likely to repeat
can help build habits.

4. Drinking tea for the FIRST TIME:
Green Dot WITH Grey Dot
Substitute
A. substitute for other drinks
Example:
- Something more sophisticated than lemonade
- Something less caffeinated than coffee
- Something I haven’t had before, instead of
something familiar**
**There is a tendency to focus on the newness when building new habits... but almost always, new products will
be compared and related to other options.
Tip: Replacing an existing habit can be easier than building new ones!

5. Drinking tea on CUE... CUE broadens to Path
increasing Blue Dot w/ increasing Grey Dot Blue Dot becomes Blue Path w/ Grey or Black Path
Repeated Emerging
Substitute Norm
B. I drink tea WHEN... C. I drink tea BECAUSE...
Example: Example:
- When I want to feel sophisticated - I am sophisticated
- When I don’t want caffeine - I don’t want lots of caffeine
- When I’m tired of the same old - I’m unique
As time goes one, frequent repeat behavior
When a substitution increases in frequency,
changes norms and becomes linked to
the behavior become familiar and ritualized.
identities and preferences.
Tip: Replacing bad habits with good ones is a great way to get rid of bad habits!

6. Thanks!
Comments welcome!
Contact Lily with questions:
clily at stanford dot edu