Introduction
We all dream of a Utopian 'tomorrow'. A 'tomorrow' when Til wake up early and go for a run'. A 'tomorrow' when Til get onto that diet'. A 'tomorrow' when Til stop eating junk'. You get the drift.
But however solid our intent, orchestrating a habit is not easy. Existing behaviour is so deeply entrenched that we often don't know why we do or don't do something. It's no different with consumers. Habitual behaviours are guided by silent and subconscious motivations that are often hard for consumers to put a finger on and actively articulate to us researchers.
So...