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Nudrat Mahmood

Research Findings

On habit and organizing: a transactional perspective relating firms, consumers and social institutions

October 19, 2023

The surest way to get a player to come back to the game is to make it a habit, a part of their life.”

 — A game designer and product manager

Much of consumption, which includes the acquisition, appreciation, and use of goods and services, is habitual. On any typical day, millions of people engage in various activities available on their Apple or Android smartphones, communicate with friends and family through social networks such as Twitter, and use popular streaming services such as Netflix and Spotify to entertain themselves. Reinvigorated by the rise of social media, digital platforms, and artificial intelligence, and recently jolted by the COVID-19 pandemic, the recurrent and habitual transactions of individual consumers with provider firms are a mainstay of the market economy.

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