Motivation, opportunity, and ability: Understanding new habits and changes adopted for weight management
As obesity rates continue to rise, both effective prevention and treatment programs are urgently required. Combating obesity requires weight management programs that are accessible and scalable to large numbers of people. There is growing evidence that commercial programs, which combine behavior change techniques with the key motivators for changing habits, are effective as the first line in helping people adopt healthier dietary and activity patterns. In particular, digital programs have the potential to provide a service to large numbers of people, be widely accessible and cost effective for the individual. However, to date, digital programs have been relatively under-utilized and under-evaluated. There is little published evidence on the performance of programs on a large scale, outside of partnerships with primary care, where participants self-refer and pay a nominal fee. The purpose of the following study was to examine the interrelated effect of motivation, opportunity, and ability on the behavioral outcomes of a digital commercial weight management program. To address this aim, a thematic content analysis of participants' qualitative responses to habits learned and changes adopted was conducted. Findings reveal that habits learned and changes adopted as a result of participating in the program influence not only weight loss outcomes but other health and well-being outcomes as well.
International Journal of Consumer Studies
Marketing not elsewhere classified