Building Habits
Until this point, the focus has been on setting the stage in the customer’s mind for the behaviors that precede purchase and use. The focus now turns to habit-forming product management—managing products and services so that customers use them habitually. In brief, most of our customers’ shopping behavior is not consciously thought out, but is the result of established habits. But not all habits are the same. It is useful to think of two forms of habits: automatic habits and rule-based habits.
Automatic habits, such as Nielsen’s shopping on autopilot, occur when a problem has been solved enough times that the executive mind can turn it over to the habitual mind. This occurs in stable conditions, such as when a customer shops ...
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