Habits figure in action‐explanations because of their distinctive force. But what is the force of habit, and how does it motivate us? In this paper, I argue that the force of habit is the feeling of familiarity one has with the familiar course of action, where this feeling reveals a distinctive reason for acting in the usual way. I do this by considering and rejecting a popular account of habit's force in terms of habit's apparent automaticity, by arguing that one (...) can do something out of habit and from deliberation, before going on to defend The Familiarity View. (shrink)