The Pavlok is a new wristband fitness tracker, with a “shocking” twist. In order to hold the wearer accountable, the wristband delivers a shock for not meeting goals and for trying to snooze too long instead of getting up and getting active. Pavlok markets itself as being able to be used for any goal, not just fitness. By forcing the wearer to get up earlier instead of snoozing, they can put their time toward something they think is important – working on a novel, running or getting to bed on time.

However, the Huffington Post notes that the press for the Pavlok has been mixed. Some are appalled at the use of the electric shock and that this is being marketed for personal use. The CEO of Pavlok acknowledges that this may be crazy, but also says that sometimes crazy is necessary and can work. For a current prototype, the Pavlok costs $249.99 and a future generation can be preordered for $149.99. The next generation will be out in early 2015.

The Pavlok team has also created an ebook resource on habit change. Explaining how humans are creatures of habits, they acknowledge that breaking and reforming habits can be challenging. However, habits can be positive. Without needing to consciously choose actions, the mind is freed to think about other things. So, if a desired habit such as working out every morning is formed, it will not become a dragging chore, but a time to start the day right and think through issues.