An ILSM-CERMA seminar, co-organized with CCMS and UNamur, by Pr Yuping Liu, Old Dominion University
December 16,2016 from 10:00 to 12:00 in Doyen 21, Louvain-la-Neuve and Room number 2 (bât. A, 3rd floor) in Mons
Speaker : Prof. Yuping Liu , Old Dominion University
Title: Is Loyalty+Habit Better? Exploring the Interference Between Loyalty and Habit
Date: 16 December at 10:00
Room : Doyens 21, Louvain-la-Neuve and Room nber 2 (bât. A, 3rd floor) in Mons
When shoppers repeatedly buy from a business, it is often driven by two very distinct forces: loyalty and habit. While loyalty refers to a deeply held, enduring commitment to rebuy from a business, habit reflects a behavioral disposition in which past responses are triggered directly by associated contextual cues. Few existing studies have examined loyalty and habit simultaneously, although both of these two forces can exert an influence on a shopper’s repeat buying decisions. One particularly important question missing from the literature is how loyalty and habit may interact with each other. In other words, when both loyalty and habit are present, what is the combined outcome of these forces? Do the two effects add up and reinforce each other, or is the mechanism more complicated? We conducted four empirical studies to answer these questions and to explore the possible interaction patterns between loyalty and habit. Our results showed consistent interference between loyalty and habit over a variety of consumer responses, including reaction to brand-related marketing offers, resistance to alternatives in a stock-out situation, and tendency to engage in word-of-mouth.