If a product or service is widely and conveniently available, consumers are less likely to try the competition. Further, the consumer may change his/her behavior in order to take advantage of the easy availability.

Think Starbucks, where being everywhere plays to the creatures of habit principle, and gives less opportunity for trying local coffee establishments; and which further encourages work 'away from the office or library' as a result of easy access.

Alternatively, a dominant local supermarket may motivate consumers to change their shopping habits, due to its convenient location, hours of operation and fresh selection.

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