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(2005), referring to the habituation proposition as the habit/automaticity perspective (HAP) and the one consistent with TPB as the instant activa- tion perspective (IAP).
In contrast, the HAP assumes that repeated performance of a behavior produces habituation and behavior can be activated directly by stimulus cues (Ouellette and Wood 1998; Ronis et al. 1989; Verplanken et al. 1998).
Unlike the IAP, the HAP suggests that habit is established mainly through the reinforcement of the stimulus- action link similar to that in conditioning (Ajzen 2002).
For instance, if habit is established as HAP suggests, a consumer will, without thinking, react immediately to the context of entering a subway car or taxi by pulling out his/her mobile phone and check e-mail.
Thus, the key difference between the IAP and the HAP is whether conscious cognitive processing for the makeup of intention is involved between the stimulus and the action.
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