PAIR Seminar: Prof. Sara DOLNICAR of The University of Queensland, Australia delivers "Habit-Enjoyment-Effort Theory – Changing Consumer Behaviour in Hedonic Contexts"
PAIR Seminar Series
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Date
14 Oct 2025
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Organiser
PolyU Academy for Interdisciplinary Research
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Time
14:30 - 16:00
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Venue
Senate Room, M1603, 16/F Li Ka Shing Tower, PolyU (Limited seats are available on a first-come, first-served basis)
Speaker
Prof. Sara DOLNICAR
Enquiry
PolyU Academy for Interdisciplinary Research info.pair@polyu.edu.hk
Summary
Abstract
The dominant theories of human behaviour – such as the Theory of Planned Behaviour and Value-Belief-Norm Theory – have a strong cognitive focus. They assume that cognitive processing is a necessary requirement for people to behave in specific ways. Such theories are highly successful at predicting and understanding consumer behaviour that requires active information processing, such as choosing a new washing machine. They are less successful, however, in explaining consumer behaviour in hedonic contexts where the pursuit of pleasure is the primary aim. Habit-Enjoyment-Effort Theory offers an alternative to the currently dominant theories with a cognitive focus. It outperforms Value-Belief-Norm Theory in survey studies and shows substantial promise in field experiments where the effectiveness of individual constructs within the competing theories are tested.
Prof. Sara DOLNICAR
ARC Australian Laureate Fellow
Professor of Faculty of Business, Economics and Law
The University of Queensland, Australia
Prof. Sara Dolnicar is a Professor at UQ Business School (The University of Queensland). She develops and experimentally tests theory-informed practical measures that trigger pro-environmental consumer behaviour. Her research is driven by curiosity and the desire to create meaningful change. Prof. Dolnicar has published more than 300 papers and won more than 30 awards for her work, including a prestigious Australian Research Council Laureate Fellowship, the Travel and Tourism Research Association (TTRA) Distinguished Researcher Award, and she has been named a Slovenian Ambassador of Science, the highest honour the Republic of Slovenia bestows on expatriate Slovenian researchers in recognition of global excellence, impact, and knowledge transfer. Prof. Dolnicar is currently the Co-Editor in Chief of Annals of Tourism Research, one of the leading international scientific journals in the field of tourism.
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