Commercial Weight Loss Programs Changing Eating Behaviors for Good
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The global obesity epidemic continues to increase. In contrast to dominant clinical designs, an audience-oriented intervention, which is developed specifically for a target audience is theoretically derived, competitively minded, and easily accessible and offers an exchange consumers will value and can produce greater outcomes, delivering change for the better. The aim of this study was to test whether a program using a variety of social support tools and a broad range of marketing mix elements had a greater influence on individual’s self-reported eating behavior and subsequent weight loss compared to a control group using a modified model of goal-directed behavior (MGB). This study compared 366 participants in the Michelle Bridges 12 Week Body Transformation (MB12WBT) with a control group (n = 225). The results indicate that emotions were found to be important predictors of desires, which in turn predicted intentions in both groups. Providing consumers with programs which assist them to increase their positive emotions and decrease their negative emotions such as the program evaluated in this research is important in assisting them to change their behavior and ultimately their weight. Future research directions are provided.
Marketing at the Confluence between Entertainment and Analytics: Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress
Marketing not elsewhere classified