C3. Using Goal Theory to Promote Habit Formation During and After a Bike-To-Work Campaign

Health interventions are often ineffective because people discontinue the targeted behavior after the intervention period. Forming habits could maintain the behavior beyond the intervention. We show that combining a superordinate goal with a subordinate goal can produce stronger habits than focusing on a subordinate goal alone.


Bettina Rebekka Höchli, Claude Messner, and Adrian Brügger (2018) ,"C3. Using Goal Theory to Promote Habit Formation During and After a Bike-To-Work Campaign", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 909-909.


Bettina Rebekka Höchli, University of Bern
Claude Messner, University of Bern
Adrian Brügger, University of Bern


NA - Advances in Consumer Research Volume 46 | 2018

Share Proceeding

Featured papers

See More


A3. Why People Still Do Not Trust Algorithmic Advice in Decision Making

JAEWON HWANG, Sejong University
Dong Il Lee, Sejong University

Read More


Repeat Performances Decrease Consumer Perceptions of Authenticity

Rachel Gershon, Washington University, USA
Rosanna Smith, University of Georgia, USA

Read More


Q12. Exploring Effects of Perceived Authenticity Of Instagram Models on Aad and Buying Intentions

Heather Shoenberger, University of Oregon, USA
Eunjin Kim, Southern Methodist University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.