Explaining Cognitive Lock-In: The Role of Skill-Based Habits of Use in Consumer Choice
We introduce and test a theory of how the choices consumers make are influenced by skill-based habits of use-goal-activated automated behaviors that develop through the repeated consumption or use of a particular product. Such habits can explain how consumers become locked in to an incumbent product. The proposed theory characterizes how the amount of experience with the incumbent product, the occurrence of usage errors while learning to use that product, and the goal that is activated at the time a choice is made interrelate to influence consumer preference. The results of three experiments support the theory's predictions. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..
Year of publication: |
2007
|
---|---|
Authors: | Murray, Kyle B. ; Hubl, Gerald |
Published in: |
Journal of Consumer Research. - University of Chicago Press. - Vol. 34.2007, 1, p. 77-88
|
Publisher: |
University of Chicago Press |
Saved in:
Online Resource
Saved in favorites
Similar items by person
-
The Role of Arousal in Congruity-Based Product Evaluation
Noseworthy, Theodore J., (2014)
-
An Arousal Regulation Explanation of Mood Effects on Consumer Choice
Muro, Fabrizio Di, (2012)
-
Willingness to pay for advice: The role of rational and experiential processing
Godek, John, (2008)
- More ...