Habit and Consumer Behavior: Implications For Interventions and Behavior Change

Bas Verplanken, University of Bath, UK
Habit is an undervalued concept in consumer research. I will argue why habits are important to study, claim that habits have been incorrectly defined and measured as ‘frequency of past behavior,’ and propose a more adequate conceptualization. Implications of considering the habit concept for interventions and behavior change will be discussed. Although existing undesired habits are often difficult to change, I will identify some windows of opportunity for changing such habits. Finally, the very features that make habits difficult to change, are commendable for desired behaviors. The habituation of desired behavior may thus be adopted as an intervention goal.
[ to cite ]:
Bas Verplanken (2008) ,"Habit and Consumer Behavior: Implications For Interventions and Behavior Change", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 125-128.