Evolving Health Guidelines: How Do Consumers Fare While Science Marches On?
The press is replete with guidelines regarding preventive behaviors, such as exercise, vitamins, or food choices. Such guidelines may have unintended negative effects on consumers if later reversed. We report a study examining the effect of evolving health guidelines on consumers’ initial response and critical “spillover” outcomes—consumers’ faith in health guidelines in general and consumers’ intention to perform related health behaviors not part of the guideline. We find that a guideline change from taking an action to inaction increases negative spillovers, consistent with omission bias and betrayal aversion. A follow-up experiment with policy implications for mitigating this undesired backlash will also be reported.
Christine Moorman, Mary Frances Luce, and James R. Bettman (2008) ,"Evolving Health Guidelines: How Do Consumers Fare While Science Marches On?", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 117-121.
Christine Moorman, Duke University
Mary Frances Luce, Duke University
James R. Bettman, Duke University
NA - Advances in Consumer Research Volume 35 | 2008
The Messy Satiation Effect: The Benefits of Eating Like a Pig
Kevin L. Sample, University of Georgia, USA
Kelly Haws, Vanderbilt University, USA
A Theory of Goal Maintenance: A Distinct and Vivid Pre-Goal Self Predicts Post-Goal Maintenance Behavior
Elicia John, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Suzanne Shu, University of California Los Angeles, USA
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Jennifer Logg, Harvard Business School, USA
Julia Minson, Harvard Business School, USA
Don Moore, University of California Berkeley, USA