Ability to build long term relationships with customers depend on marketers ability to create habits and/ or tap into that

1. http://www.filibertoamati.com
Consumer Habits
Filiberto Amati
1 Monday, February 20, 2012

2. Consumer Habits http://www.filibertoamati.com
• In psychology an habit is the automatic reaction to a specific situation
• Behavior: it is behavior, it is
neither positive nor negative
• Acquired: it is not innate, it is
learned and developed, It
requires time. It can be
changed. • Habits can be formed through a relevant
and desired reward
• Frequent Repetition: Habits
are characterized by repetition • Formation is linked to Stimuli
• Regularity: they represent the • The right stimuli increase frequency of the
standard case not the habit behavior
exception in the behavior
• Increased facility: the more
an habit is performed the better
we become at it! And the more
difficult is to change it
2 Monday, February 20, 2012

3. Gollwitzer Effect http://www.filibertoamati.com
• Gollwitzer effect: a behavior is more likely to occur if the subject has developed an implementation intention
• Implementation
Intention: “If • Strategical level: to • Tactical level: make
situation X arises, I improve goal the process
will perform attainment automatic
response Y”
• Frequency: the more
frequent the combination
• Reward plays a very effort/reward happens the
important role, in more likely the behaviour
particular how soon a becomes habit
reward will occur given a
certain effect (e.g. • Share: the more people
immediate reward) share the process, the
more their reinforce the
habit with one another
3 Monday, February 20, 2012

4. Habit Formation http://www.filibertoamati.com
• Marketers can promote consumer’s habit formation by focusing on actionable points
REWARD FREQUENCY COMMUNITY
• Immediate reward, at least • Frequency of contact: first • Build on kindred spirits to
provide a system of reward very important but not help introducing and
to ensure consumer enough strengthening the habit
understand that this is worth
the effort • Frequency of usage: easier • Peer pressure
to build habit around more
• Keep the goal always in mind frequent usage occasions
• Make the first impact easy • Consumers need to
understand that the process
can be automatic, not
necessarily simplified
4 Monday, February 20, 2012

5. DISCLAIMER http://www.filibertoamati.com
This presentation is informational only, and should not be interpreted as advice. Neither it constitute an offer for any of the
services presented or implied in the presentation itself.
The content of this presentation has been sanitized to protect client confidentiality and non disclosure agreements
5 Monday, February 20, 2012