Consumer Habits                                 Filiberto Ama...
Consumer Habits                                                                                                    http://...
Gollwitzer Effect                                                                                             http://www.f...
Habit Formation                                                                                          http://www.filibe...
DISCLAIMER                                                                                                       http://ww...
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Habits Formation


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Ability to build long term relationships with customers depend on marketers ability to create habits and/ or tap into that

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Habits Formation

  1. 1. Consumer Habits Filiberto Amati1 Monday, February 20, 2012
  2. 2. Consumer Habits • In psychology an habit is the automatic reaction to a specific situation • Behavior: it is behavior, it is neither positive nor negative • Acquired: it is not innate, it is learned and developed, It requires time. It can be changed. • Habits can be formed through a relevant and desired reward • Frequent Repetition: Habits are characterized by repetition • Formation is linked to Stimuli • Regularity: they represent the • The right stimuli increase frequency of the standard case not the habit behavior exception in the behavior • Increased facility: the more an habit is performed the better we become at it! And the more difficult is to change it 2 Monday, February 20, 2012
  3. 3. Gollwitzer Effect • Gollwitzer effect: a behavior is more likely to occur if the subject has developed an implementation intention • Implementation Intention: “If • Strategical level: to • Tactical level: make situation X arises, I improve goal the process will perform attainment automatic response Y” • Frequency: the more frequent the combination • Reward plays a very effort/reward happens the important role, in more likely the behaviour particular how soon a becomes habit reward will occur given a certain effect (e.g. • Share: the more people immediate reward) share the process, the more their reinforce the habit with one another 3 Monday, February 20, 2012
  4. 4. Habit Formation • Marketers can promote consumer’s habit formation by focusing on actionable points REWARD FREQUENCY COMMUNITY • Immediate reward, at least • Frequency of contact: first • Build on kindred spirits to provide a system of reward very important but not help introducing and to ensure consumer enough strengthening the habit understand that this is worth the effort • Frequency of usage: easier • Peer pressure to build habit around more • Keep the goal always in mind frequent usage occasions • Make the first impact easy • Consumers need to understand that the process can be automatic, not necessarily simplified 4 Monday, February 20, 2012
  5. 5. DISCLAIMER This presentation is informational only, and should not be interpreted as advice. Neither it constitute an offer for any of the services presented or implied in the presentation itself. The content of this presentation has been sanitized to protect client confidentiality and non disclosure agreements5 Monday, February 20, 2012