Variety Plays an Important Role in Forming New Consumption Routines

Summary

Learn the role of product variety in forming new consumption routines with this recent MSI working paper. Researchers Sarah Memmi and Jordan Etkin conducted a six-week field study focusing on flossing habits. They found that using a variety of dental flosses, as opposed to a single type, can help consumers engage more consistently in the new routine. This research suggests that variety not only makes the routine more enjoyable but also aids in preference development.

The findings challenge the traditional view that uniformity is key to habit formation. Instead, incorporating variety can be a simple and effective strategy for both consumers and marketers to enhance engagement and loyalty. This research provides actionable insights for creating and maintaining consumption routines, particularly in health-related behaviors.