Habit slips: when consumers unintentionally resist new products

Consumers’ existing habits are a key driver of resistance to new product use. In an initial survey to identify this role of habit, consumers reported on products that they had purchased intending to use. They also reported whether or not they actually used them. For one-quarter of the products they failed to use, consumers slipped back into old habits despite their favorable intentions. However, consumers effectively used new products when integrating them into existing habits. A four-week experiment with a new fabric refresher confirmed that habit slips impeded product use, especially when participants thought minimally about their laundry and thus were vulnerable to habit cues. However, slips were minimized when the new product was integrated into existing laundry habits. Thus, in launching new products, managers will want to consider consumer habits that conflict with product use as well as ways to embed products into existing habits.