It also creates habit – a critical, if often overlooked factor in the product and service choices consumers make. An important new study from the Journal of Consumer Research demonstrates how this “cognitive lock-in” can cause us to remain loyal to a product, even if objectively better alternatives exist.
“We find that consumers typically are not aware that this mechanism is a powerful determinant of the choices they make,” write Kyle B. Murray (University of Western Ontario) and Gerald Häubl (University of Alberta).
Murray and Häubl examine a theory of cognitive lock-in centered around the notion of skill-based habits of use, that is, how using or purchasing a product becomes easier with repetition. In a series of experiments, they find that people are more influenced by their perceptions of ease-of-use rather than how objectively easy a product is to use.
Importantly, they also find that habits are dependent not only on the acquisition of a particular skill set, but on our desire to achieve specific goals. As the authors write, “This has important implications for consumer behavior. For example, learning to navigate a particular grocery store to purchase orange juice does not necessarily lock consumers in to that store when their goal is to buy a cake. Similarly, becoming skilled at looking up stock quotes at Yahoo.com does not mean that the user will inevitably sign up for a Yahoo email account.”
The authors continue: “This is an important finding because it demonstrates the specific nature of the link between the development of habits of use and consumer loyalty. In fact, the results of the current research indicate that, although habits of use can create a substantial advantage for an incumbent where otherwise none exists, such an advantage appears to be limited to the achievement of a particular goal.”
Suzanne Wu | EurekAlert!
New study from the University of Halle: How climate change alters plant growth
12.01.2018 | Martin-Luther-Universität Halle-Wittenberg
Disarray in the brain
18.12.2017 | Universität zu Lübeck
On the way to an intelligent laboratory, physicists from Innsbruck and Vienna present an artificial agent that autonomously designs quantum experiments. In initial experiments, the system has independently (re)discovered experimental techniques that are nowadays standard in modern quantum optical laboratories. This shows how machines could play a more creative role in research in the future.
We carry smartphones in our pockets, the streets are dotted with semi-autonomous cars, but in the research laboratory experiments are still being designed by...
What enables electrons to be transferred swiftly, for example during photosynthesis? An interdisciplinary team of researchers has worked out the details of how...
For the first time, scientists have precisely measured the effective electrical charge of a single molecule in solution. This fundamental insight of an SNSF Professor could also pave the way for future medical diagnostics.
Electrical charge is one of the key properties that allows molecules to interact. Life itself depends on this phenomenon: many biological processes involve...
At the JEC World Composite Show in Paris in March 2018, the Fraunhofer Institute for Laser Technology ILT will be focusing on the latest trends and innovations in laser machining of composites. Among other things, researchers at the booth shared with the Aachen Center for Integrative Lightweight Production (AZL) will demonstrate how lasers can be used for joining, structuring, cutting and drilling composite materials.
No other industry has attracted as much public attention to composite materials as the automotive industry, which along with the aerospace industry is a driver...
Scientists at Tokyo Institute of Technology (Tokyo Tech) and Tohoku University have developed high-quality GFO epitaxial films and systematically investigated their ferroelectric and ferromagnetic properties. They also demonstrated the room-temperature magnetocapacitance effects of these GFO thin films.
Multiferroic materials show magnetically driven ferroelectricity. They are attracting increasing attention because of their fascinating properties such as...
08.01.2018 | Event News
11.12.2017 | Event News
08.12.2017 | Event News
19.01.2018 | Materials Sciences
19.01.2018 | Health and Medicine
19.01.2018 | Physics and Astronomy