Date of Award

2019

Degree Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Graduate Group

Marketing

First Advisor

Deborah Small

Abstract

Because of technological developments, consumers can record and track their behaviors more easily than ever before. Consequently, consumers are now especially aware of their streaks (i.e., doing something three or more times in a row) and other patterns of behavior. In my dissertation, I explore how patterns of repeated behavior – in particular, streaks – influence actual and predicted behavior. Chapter 1 examines how streaks of consecutive behaviors affect consumers’ subsequent decisions to continue those behaviors. Chapter 2 investigates how patterns of past behavior inform people’s forecasts about goal-directed behavior and inferences of commitment.

Embargoed

Available to all on Sunday, July 03, 2022

Share

COinS