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Aim:Ratherthanbeingrigid,habitualbehavioursmaybedeterminedbydynamicmentalrepresentationsthatcanadapttocontextchanges.Thisadaptivepotentialmayresultfromparticularconditionsdependentontheinteractionbetweentwosourcesofmentalconstructsactivation:perceivedcontextapplicabilityandcognitiveaccessibility.Method:Twoweb-shoppingsimulationsofferingthechoicebetweenhabituallychosenandnon-habituallychosenfoodproductswerepresentedtoparticipants.Thisconsideredtwochoicecontextsdifferinginthehabitualbehaviourperceivedapplicability(lowvs.high)andameasureofhabitualbehaviourchronicity.Results:Study1demonstratedaperceivedapplicabilityeffect,withmorehabitual(non-organic)thannon-habitual(organic)foodproductschoseninahighperceivedapplicability(familiar)thaninalowperceivedapplicability(new)context.Theadaptivepotentialofhabitualbehaviourwasevidentinthehabitualproductschoiceconsistencyacrossthreesuccessivechoices,despitethedecreaseinperceivedapplicability.Study2evidencedtheadaptivepotentialinstronghabitualbehaviourparticipants–highchronicaccessibility–whochoseahabitualproduct(milk)morethananon-habitualproduct(orangejuice),evenwhenperceivedapplicabilitywasreduced(newcontext).Conclusion:Resultsportrayconsumersasadaptivedecisionmakersthatcanflexiblycopewithchangesintheir(innerandouter)choicecontexts.Fundação para a Ciência e a Tecnologia (FCT

Dynamic mental representations of habitual behaviours: Food choice on a web-based environment