Does Believability Matter? An Exploration of Women's Reponses to a Weight Loss Concept

Jennifer Young, University of Auckland, New Zealand
Denise Conroy, University of Auckland, New Zealand
Sara Jaeger, New Zealand Institute for Plant and Food Research
Using a constructivist perspective, we explored how women, attempting to lose weight, made sense of an appetite control food concept. The in-depth interviews reveal that participants hold uncertain believability responses but definitely will try. Insight is provided into how they balance conflict between their expectations and more emotional wishful thinking.
[ to cite ]:
Jennifer Young, Denise Conroy, and Sara Jaeger (2014) ,"Does Believability Matter? An Exploration of Women's Reponses to a Weight Loss Concept", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 820-820.