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PAST BEHAVIOR AS FRIEND OR FOE?
HARNESSING EXISTING CONSUMER HABITS IN NEW PRODUCT ADOPTION
by
Jennifer S. Labrecque
__________________________________________
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(PSYCHOLOGY)
December 2011
Copyright 2011 Jennifer S. Labrecque
Object Description
| Title | Past behavior as friend or foe? Harnessing existing consumer habits in new product adoption |
| Author | Labrecque, Jennifer S. |
| Author email | labrecqu@usc.edu |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Psychology |
| School | College of Letters, Arts And Sciences |
| Date defended/completed | 2011-10-24 |
| Date submitted | 2011-11-15 |
| Date approved | 2011-11-15 |
| Restricted until | 2011-11-15 |
| Date published | 2011-11-15 |
| Advisor (committee chair) | Wood, Wendy |
| Advisor (committee member) |
Read, Stephen J. Priester, Joseph |
| Abstract | Why do consumers adopt some new products and abandon others? Successfully adopting a new product, especially in domains where consumers have established habits, involves more than just positive product experiences and good intentions. Consumers can adopt new products when armed with reminder cues that leverage their existing habits. In support, an initial survey showed that consumers remember to use novel products not only when they like the product but also when they use strategies that link the product to existing routines. In a four week experiment to test these strategies, some participants formed habit-cued intentions by tying new product use to their typical laundry habits, thereby establishing automatic reminder cues whenever their old behaviors were triggered. These intentions were more successful than standard implementation intentions, especially with participants who gave little thought to their laundry, presumably because these participants were most at risk for falling back into established habits. |
| Keyword | habit; product adoption; implementation intentions; product attitudes |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m |
| Rights | Labrecque, Jennifer S. |
| Access conditions | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@usc.edu |
| Archival file | uscthesesreloadpub_Volume71/etd-LabrecqueJ-406.pdf |
Description
| Title | Page 1 |
| Full text | PAST BEHAVIOR AS FRIEND OR FOE? HARNESSING EXISTING CONSUMER HABITS IN NEW PRODUCT ADOPTION by Jennifer S. Labrecque __________________________________________ A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (PSYCHOLOGY) December 2011 Copyright 2011 Jennifer S. Labrecque |
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