Avoiding Behavioral Resistance to Diet and Exercise Messages

Peggy Liu, Duke University, USA
Gavan Fitzsimons, Duke University, USA
People are often exposed repeatedly to messages that encourage healthy behavior. We demonstrate that people high in psychological reactance can resist performing the target behavior of words in these oft-repeated health messages. However, exposure to words indirectly related to the target health behavior can overcome this automatic resistance.
[ to cite ]:
Peggy Liu and Gavan Fitzsimons (2013) ,"Avoiding Behavioral Resistance to Diet and Exercise Messages", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.