HABITUAL BEHAVIOR

The mapping of an extensive range of arbitrary motor reactions to stimuli by ongoing

reinforcement is referred to as habitual behaviour. Habits are assumed to be computationally inexpensive
but restrictive because habit systems in the brain learn through trial and error over relatively long periods.
Once learnt, values are thought to be stored and behaviour can be carried out "automatically."
Additionally, breaking a habit of behaviour might be challenging. (Bari et al, 2021)
Repeatedly and satisfactorily performing a behavior (e.g., cycling to work) in a given context (e.g.,
on work mornings) reinforces a mental context–behavioral-response association. When there are enough
context-behavior combinations, the believed to trigger the behaviour automatically, with almost no
consciousness or mental work. Repeated behaviour reinforces context-behavior relationships, so that
ingrained behavioral patterns self-replicate in circumstances that promote stability. As a habit forms
authority over the beginning of a behavior, it is transferred from deliberate choice to the automatic
activation of routines by outside factors, therefore lowering the need for memory, focus, and mental
resource liberation for other purposes (such as planning the next day's activities as you go to work). The
drawback of this cognitive efficiency is that, after it becomes second nature, harmful habits
"automatically" develop and are demanding to alter. (Kurz et al, 2015)
IMPULSIVITY
For an extended period, the fundamental precept of economic science was Homo Economicus, or the
economic consumer, whose actions are specifically cognitive and logical and whose purchasing decisions
are constantly influenced by their interests and the desire to obtain the greatest possible rewards with
the least amount of resources expended. But reality has disproved such a limited perspective of
customers because they frequently purchase goods and services that go beyond meeting their basic needs
and other reasonable requirements, but also to fulfill some personal psychological requirements and
preferences that other clients could discover illogical. Making a purchase decision may and frequently is
motivated by symbolic and artistic reasons, or put simply, a craving for amusement. Such a departure
from the norm and "impulse" refers to sensible consumer behavior. purchasing. According to Dholakia
(2000), impulsive purchasing behavior is a time or moment during a retail outlet shopping trip of a
consumer, hence the research of this has garnered the most interest. phenomena and the preliminary
quantity of information regarding it, come from sources in retailing, where elements like shelf, the
placement of products, their packaging, and point-of-sale advertising greatly boosted customers'
impulsive purchases actions.
PURCHASE DECISION
In today’s rapidly changing society and business environment, It is now important for business
retailers to understand and predict clearly, how the different consumers behave when buying a variety of
products or services in fulfillment for their needs. Thus, establishing a great advantage in their
marketplace is carefully done by them. Business owners create favorable images of of their brands,
reputation, and quality of service to influence a consumer on their purchasing decisions. (Shamsher,
2015)
Purchase decision involves a sequence of choices formed by a consumer before making a
purchase which starts once he/she has a willingness to fulfil a need. The buyer must decide on the
location of the purchase, the preferred model and brand, the quantity to be purchased, the time to make
the purchase, the total amount to be spent, and the manner of payment. Marketers have the ability to
impact these choices by offering details about their goods and services that could help consumers in their
evaluation process. (Hanaysha J, 2018 )
The steps that customers go through before deciding on their final purchase can be referred to as
the consumer decision-making process. Since consumers go through several stages before making a
decision, marketers should concentrate on the entire buying process rather than just one particular
decision (Basil et al., 2013). Comprehending the behavior of buyers is a challenging task, as multiple
factors might impact their decision-making process prior to making a purchase. Sometimes, customers
believe that meeting their requirements comes first, so they don't spend as much time considering
whether to buy high- or low-value products. This has forced marketing managers to embrace tactics that
encourage customers to buy their products by developing a successful marketing strategy. Previous
research has shown that social media marketing (Duffett, 2015) and corporate social responsibility (Elg
and Hultman, 2016) have a big impact on consumers' buying habits and perceptions of brands. Several
academics have also examined sales promotion (Andreti et al., 2013), perceived value (Hosseini et al.,
2014), and store atmosphere as significant determinants of consumer behavior and brand choice.
INFORMATION RESEARCH
One of the most crucial decisions a client or consumer makes is what products to buy. Consumers are
constantly considering all the variables that lead to greater advantages. Customers are now well-informed
about both the products and those of competitors. E-commerce has expanded significantly in recent
years and has taken on greater significance in our day-to-day lives, particularly in light of the recent
COVID-19 pandemic (Hasanat et al., 2020). When it comes to shopping online, customers are more likely
to rely on product reviews for information. Reviews are given by customers who have previously bought
the goods through online shopping websites, in contrast to the official product information supplied by
the merchants (Baek et al., 2012). Concurrently, there is a growing tendency for customers to post about
their purchasing experiences on social media platforms (Floh et al., 2013). Numerous research (Floh et al.,
2013; Lackermair et al., 2013; Kang et al., 2020; Chen and Ku, 2021) has studied the impact of online
reviews on purchase intention in reaction to these changes. Strong evidence of the affective degree of
online reviews on purchase intention has been produced by these studies. For instance, Lackermair et al.
(2013) demonstrated the significance of reviews and ratings as a source of information for customers.
Comparably, by looking into the effects of review source and product type, one can find that reviews are
easier for other consumers to accept because they are comments from their point of view and frequently
describe their experience using the product, which helps other consumers make decisions (Mudambi and
Schuff, 2010).

Reference
Habitual behavior
https://www.sciencedirect.com/topics/psychology/habitual-behavior#:~:text=Habitual%20behavior%20is
%20defined%20as,Encyclopedia%20of%20Applied%20Psychology%2C%202004
Impulsivity
https://hrcak.srce.hr/file/195744
PURCHASE DECISION
https://www.emerald.com/insight/content/doi/10.1108/PRR-08-2017-0034/full/html#sec002
INFORMATION RESEARCH
https://core.ac.uk/download/pdf/234694193.pdf
https://www.frontiersin.org/articles/10.3389/fpsyg.2022.865702/full