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The impact of consumers- purchasing habits on willingness to pay
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Orientador(es)
Resumo(s)
Human habits are an important determinant of consumers’ willingness to pay and purchase
decisions. This thesis aims at investigating for which products consumers form purchasing habits,
how habits influence willingness to pay and how consumers assess the influence of habits on their
behavior. Two online surveys based on the Self Report Habit Index (SRHI) and a qualitative study
were conducted. The results suggest that purchasing habits are primarily formed for consumable
products, that habits are a stronger predictor of willingness to pay than self-reported product liking,
and that consumers are unaware of their habits’ influence.
Descrição
Palavras-chave
Consumer behavior Habits Psychology Willingness to pay