When Loyalty and Habit Collide

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.


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.


Leona Tam, Old Dominion University, USA
Liu-Thompkins Yuping, Old Dominion University, USA


NA - Advances in Consumer Research Volume 39 | 2011

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