When Loyalty and Habit Collide

Leona Tam, Old Dominion University, USA
Liu-Thompkins Yuping, Old Dominion University, USA
This paper examines the interaction between attitudinal loyalty and habit. Results from three studies suggest an interference between loyalty and habit. When a consumer has both strong loyalty and habit, the effect of habit dominates loyalty in determining the consumer’s response to marketing actions.
[ to cite ]:
Leona Tam and Liu-Thompkins Yuping (2011) ,"When Loyalty and Habit Collide", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 432-433.