Open Lecture – Prof. Dolnicar: Habit Enjoyment Effort Theory – Changing Consumer Behaviour in Hedonic Contexts 

Before our final event on Friday 21.11, we are drilled to invite you to the open lecture of Prof. Sara Dolnicar

LECTURE’s TITLE:

Habit Enjoyment Effort Theory – Changing Consumer Behaviour in Hedonic Contexts

ABSTRACT:

The dominant theories of human behaviour – such as the Theory of Planned Behaviour and Value-Belief-Norm Theory – have a strong cognitive focus. They assume that cognitive processing is a necessary requirement for people to behave in specific ways. Such theories are highly successful at predicting and understanding consumer behaviour that requires active information processing, such as choosing a new washing machine. They are less successful, however in explaining consumer behaviour in hedonic contexts where the pursuit of pleasure is the primary aim. Habit-Effort-Enjoyment Theory offers an alternative to the currently dominant theories with a cognitive focus. It outperforms Value Belief Norm Theory in survey studies and shows substantial promise in field experiments where the effectiveness of individual constructs within the competing theories are tested.

DAY:  November 20th, 2025

TIME:  10:00 to 11:30  am   (includes 20 min Q&A)

LOCATION: Osmo Järvi sali, MedisiinaC, University of Turku.

Please note that the event is free of cost and open to all participants.

Welcome!