With enough time and effort it actually can change the patterns. People have been snapping rubber bands on their wrists to remind themselves not to do things for decades, and rat experiments have had many shocked rodents learn to not follow their impulses of hunger.
For addiction, there's actually drugs they can prescribe you to oppose former impulses by bombarding you with awful symptoms. It's essentially the idea behind substances like Naltrexone.
Impulses are like reminders, and all that stops us from following them are the walls we build in it's way. Having triggered responses trigger other responses can adjust the end resulting behavior, as you can commonly see out of things like Anger Management strategies and the conditioning that follows models like "The Swear Jar".
You said "Reinforce impulses to oppose those impulses" then went on to describe impulse control and discipline.
How is any of that reinforcing impulse?