In the seventies, two researchers developed a model around habit formation. They found that something is going to have a certain reward value. If it's better than expected, my brain gives me what's called a positive prediction. But if i eat the cake and i'm like, i've had better, then i get a negative prediction error. And that m part is what helps us start to become disenchanted with e behavior. It's about being authentic with your own experience.

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