Abstract
Consumers repeat purchase and consumption habits regardless of explicit intentions — environmental cues activate practiced responses in the absence of conscious decision making (Ji & Wood, 2007).
Ji, M. F., & Wood, W. (2007). Purchase and consumption habits: Not necessarily what you intend. Journal of Consumer Psychology, 17(4), 261–276. DOI
Key findings
- Habit-intention dissociation: — Regardless of explicit intentions, consumers repeated habitual behaviors (fast food, TV news, bus riding) when habits were strong.
- Cue-activated responding: — Environmental cues in customary places activate practiced responses without conscious deliberation.
Application
When a consumer resolves to eat healthier but continues fast-food purchases because the drive-home route cues an automatic stop — intention does not override the habit — open this cite for the study behind the move.