A neural autopilot theory of habit: Evidence from consumer purchases and social media use
Colin Camerer,
Yi Xin,
Clarice Zhao
Abstract:This article applies a two‐process “neural autopilot” model to field data. The autopilot model hypothesizes that habitual choice occurs when the reward from a behavior has low numerical “doubt” (i.e., reward prediction errors are small). The model toggles between repeating a previous choice (habit) when doubt is low and making a goal‐directed choice when doubt is high. The model has ingredients established in animal learning and cognitive neuroscience and is simple enough to make nonobvious predictions. In two… Show more
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