An Investigation Into Individuals' Repeated Attempts At Behavior Change

Courtney Droms, Valdosta State University, USA
Recent research has shown that individuals make repeated attempts at behavior change prior to actually being successful. For example, typically individuals try to change their dieting behaviors on 4 to 5 occasions prior to actually being successful (Polivy and Herman 2002). Many of the dark side of consumer behavior areas identified by Mick (1996), such as smoking, drug use, shopping, and gambling, are behaviors that individuals try to change on a repeated basis. As consumer researchers, however, we do not have a clear understanding of how people interpret behavior change failures and persist in their efforts to change their behaviors after such failures. This research employs a longitudinal study of individuals trying to diet in order to understand how people change behaviors over time. The results have important implications for both consumer behavior and public policy.
[ to cite ]:
Courtney Droms (2009) ,"An Investigation Into Individuals' Repeated Attempts At Behavior Change", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 859-859.