We introduce and test a theory of how the choices consumers make are influenced by skill-based habits of use - i.e., 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...

How does users’ freedom of choice, or the lack thereof, affect interface preferences? The research reported in this article approaches this question from two theoretical perspectives. The first of these argues that an interface with a dominant market share benefits from the absence of...