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Research Project
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Authors
Publications
Dynamic mental representations of habitual behaviours: Food choice on a web-based environment
Publication . Gaspar, Rui; Palma-Oliveira, José Manuel; Corral-Verdugo, Victor
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.
Organizational Units
Description
Keywords
Contributors
Funders
Funding agency
Fundação para a Ciência e a Tecnologia
Funding programme
SFRH
Funding Award Number
SFRH/BD/17719/2004