A flashy ad or in-store promo may convince people to buy a new detergent or snack, but brands often struggle to turn these trials into repeat purchases. Canvas8 spoke to Wendy Wood, a professor at the University of Southern California, to find out how old habits stop new products from taking off.
Wendy Wood is the Provost professor of psychology and business at the University of Southern California and author of the book Good Habits, Bad Habits. She has published over 100 scientific articles and worked with P&G on consumer habits, the CDC on diabetes control, the World Bank on health practices in developing nations, and the US Paper and Packaging Board on sustainable lifestyles. She is currently the president of the Association for Psychological Science.