Public Commitment Leads to Weight Loss

Stephanie Dellande, University of New Orleans, USA
Prashanth Nyer, Chapman University, USA
This paper investigates the role of public commitment in influencing motivation and compliance behavior in a long-term service, weight loss. The role of susceptibility to normative influence (SNI) is also examined. The "public-ness" with which a commitment to weight loss is made, has a significant and favorable impact on long-term weight loss compliance behavior. Higher levels of public commitment result in higher levels of weight loss motivation, and higher levels of weight loss. Weight loss motivation partly mediates the effect of public commitment on weight loss, while SNI moderates the effect of public commitment on weight loss. Keywords: compliance behavior, motivation, public commitment, social influence
[ to cite ]:
Stephanie Dellande and Prashanth Nyer (2009) ,"Public Commitment Leads to Weight Loss", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 643-644.