Habits and Free Associations: Free Your Mind but Mind Your Habits

Aimee Drolet, Anand V. Bodapati, Patrick Suppes, Benjamin Rossi and Harrison Hochwarter

Journal of the Association for Consumer Research, 2017, vol. 2, issue 3, 293 - 305

Abstract: Most consumer choices are repeat choices driven by habits. Psychological accounts of habits have generally emphasized the driving role of external factors, especially contextual cues, in habit performance. The present research investigates the influence of an individual-difference variable that reflects a more internal driver of habits. Three studies reveal a negative relationship between people’s tendency to generate relatively uncommon word responses in free-association tasks and their tendency to repeat choice behavior across different consumer contexts. These results implicate free associations as having a role in habit performance and inform practical research on predictors of consumers’ repeat choices.

Date: 2017
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