Habit formation

Behaviour repeated in a stable context becomes cued by that context and continues with little deliberation.

Motivation and commitment Mainly on Post-purchase pages
Where it applies

Four of the eight page areas.

HomepageAlso applies CategoryNot typical SearchNot typical ProductNot typical CartAlso applies CheckoutNot typical Post-purchaseMainly here

It also applies sitewide, on every page. See everything at work on Post-purchase pages

How to use it

Three ways to use it, and one to avoid.

  • Tie reorder and replenishment prompts to a consistent cue, such as the same day or the same trigger.
  • Offer one-tap reorder.
  • Keep the reorder flow as it is for established customers unless a change is needed.
  • Avoid: relying on customers forgetting to cancel: the DMCC Act subscription rules are due in force in January 2027.
What the research found

Habits drive repeat buying, but returning goods becomes habitual too.

Habits of returning goods and buying low-margin items cost about as much as buying habits earned.

A theory of habit, set out by Wood and Neal, with field support from retailers. Habits cut both ways: Shah and colleagues found habits of returning goods and buying low-margin items cost one national retailer about as much as purchase and promotion habits earned.

Key research

Four sources, each checked.

Last reviewed

Wood & Neal (2009) The habitual consumer J. Consumer Psychology Read the source Shah, Kumar & Kim (2014) Managing Customer Profits: The Power of Habits J. Marketing Research Read the source Lally, van Jaarsveld, Potts & Wardle (2010) How are habits formed: Modelling habit formation in the real world European J. Social Psychology Read the source Liu-Thompkins & Tam (2013) Not All Repeat Customers Are the Same: Designing Effective Cross-Selling Promotion on the Basis of Attitudinal Loyalty and Habit J. Marketing Read the source
Before you use it · UK law

Do not rely on customers forgetting to cancel: the DMCC Act subscription rules are due in force in January 2027.

This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.