chains of habit that were too light to be felt before they became too strong to be broken

an ounce of prevention is worth a pound of cure

causes humans to maintain some conclusions, loyalties, identity, etc. – even at own harm
new ideas rejected because of this –> people tend to accumulate fixed ideas and attitudes over time
confirmation bias
- do the opposite; aim t odisprove our most cherished ideas
ceremonies aim to intensify commitments
act as if you have what you want