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...

In this paper we explain how practice, prior knowledge and task difficulty interact to affect demand for hedonic experiences. As predicted by the human capital model, we propose that the key determinant of demand for hedonic experiences is the increase in performance efficiency that can be...