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This article looks at how best to leverage the latest scientific understanding around habitual behaviours in order that as marketers we can be more effective in building, maintaining and disrupting consumer habits.


Behavioural science, in its simplest form, is the study of human and animal behaviour.

Behavioural scientists Bas Verplanken and Henrik Aarts define habits as 'a learned sequence of acts that have become automatic, unconscious responses to specific cues or triggers around us'.1

Where to start