Navigation Links
Fear is stronger than hope for worriers trying to get fit, says research
Date:11/27/2007

Fear of looking unattractive can be a stronger motivation for keeping people going to the gym than the hope of looking good, a study says.

Researchers at the University of Bath, UK, interviewed 281 male and female undergraduates and got half to imagine a physically unattractive version of themselves they feared they might turn into.

They then asked this group to either imagine a scenario in which they dramatically failed to keep to a fitness programme or one in which they dramatically succeeded.

The researchers found that those who had been asked to think about a dramatic failure to keep to the programme were motivated to keep on training because they were fearful of not looking good.

Those who were asked to imagine they were succeeding in getting fit became less motivated to continue at the gym because they no longer had this fear of not looking good.

The findings reveal why marketing works or doesnt work for some products like gyms to get a better body or cosmetics to reduce wrinkles. The study shows that fear of failure motivates people more than gaining some success, which demotivates them. This fear of failure is particularly strong when people feel they can already see signs of the feared self they are striving to avoid.

How consumers see themselves in the future has a strong effect on how motivated they are to keep using a product or service, said Professor Brett Martin, of the University of Baths School of Management, who carried out the study with Dr Rana Sobh of Qatar University.

When people dwell on a negative future, fear motivates them, yet as they move away from their feared state a flabby body, or a wrinkled skin they become less motivated.

At that point, marketers should take advantage of another insight of our study - that of motivating people with a more positive outlook.

Professor Martin found that among those who were asked to think positively about their bodies the other half of the 281 surveyed - being successful in keeping to the fitness programme made them even keener to keep going to the gym. Failing to keep to the programme demotivated them.

Once someone moves away from their feared self in this case an unattractive body - because they are successful in the gym, they lose motivation, so highlighting thoughts of being unattractive is unlikely to work, said Professor Martin, part of the Schools Marketing Group.

But at that point, as they become more positive in their outlook, good marketing will build on this and suggest they can do even better. That type of motivation works for those with a positive outlook.

However marketers should also be aware that those who are thinking positively will become discouraged if they dont see success.

Professor Martin and Dr Sobh have devised performance measures to ensure marketers achieve the optimal balance in their communications with consumers and keep them motivated.

The 281 undergraduates were in surveyed in Bath and 62 per cent were gym users.

Professor Martin and Dr Sobh found that 85 per cent of those who wanted to avoid a feared unattractive self responded to a scenario where they were failing in the gym by wanting to press on, compared with 65 per cent who were succeeding in the gym who were motivated to continue.

They found that 91 per cent of those thinking positively about their bodies responded to a scenario where they were succeeding in the gym by wanting to press on, compared with just 57 per cent of people who were failing in the gym and wanted to go on.


'/>"/>

Contact: Tony Trueman
t.trueman@bath.ac.uk
44-012-253-84220
University of Bath
Source:Eurekalert

Related medicine news :

1. New Jersey Physicians Launch New, Statewide Association to Fight for Stronger Voice in Healthcare
2. Autism Speaks Applauds Supreme Court Decision Upholding Families Right to Challenge IEPs Without First Trying Out School District Proposed Placement
3. Is fear of gaining weight keeping many women from trying to quit smoking?
4. Stanford researchers find culprit in aging muscles that heal poorly
5. Children of depressed moms do better when dad is involved, SLU researcher finds
6. UCLA researchers identify markers that may predict diabetes in still-healthy people
7. Mayo Clinic researchers discover new diagnostic test for detecting infection in prosthetic joints
8. New research shows how chronic stress worsens neurodegenerative disease course
9. New research explores newborn in-hospital weight loss
10. Research may unlock mystery of autisms origin in the brain
11. Bipolar disorder relapses halved by Melbourne researchers
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:5/26/2016)... ... 26, 2016 , ... On May 23rd during the National Eye Institute’s “Healthy ... water advocate, was honored by Ashram, Inc. as the world’s foremost water visionary. , ... the banks of the Nile to fill their red clay pots with life-sustaining water.” ...
(Date:5/26/2016)... , ... May 26, 2016 , ... The introduction of ... ADDING PROTECTION TO YOUR HEAD ™”. , “We are proud to introduce ... the football front we have Brian Quick, wide receiver for Los Angeles who was ...
(Date:5/26/2016)... ... May 26, 2016 , ... ... . With over 20 years of experience in leading technology and human resources ... years of university teaching, Morrow-Fox will be featured on Metcalf’s VoiceAmerica radio ...
(Date:5/26/2016)... ... , ... May 2016 – Lips may be a central feature on our ... numbers of clients now ask about lip plumping and primping techniques and want tips ... Advanced Dermatology P.C. , The trend is a national one, with 2.4 ...
(Date:5/26/2016)... ... May 26, 2016 , ... ... is happy to announce the launch of its brand equity product, Brandvantage. ... to reflect the dynamic landscape of modern consumer decision-making. The proprietary framework ...
Breaking Medicine News(10 mins):
(Date:5/24/2016)... -- Joe Marziani has joined VMS BioMarketing as senior vice president of sales, announced ... role, Marziani will lead the company,s business development and sales team, exploring new opportunities ... Photo - http://photos.prnewswire.com/prnh/20160523/371089 ... ... ...
(Date:5/24/2016)... 24, 2016 ... , la première endoprothèse à double thérapie ... l,intervention portant sur les membres inférieurs et ... OrbusNeich, entreprise mondiale spécialisée dans la fourniture ... vie, a élargi son portefeuille pour inclure ...
(Date:5/24/2016)... , May 24, 2016 Een ... verbindt, zodat zij collectief patiënten kunnen behandelen, hun kennis ... het idee achter de nieuwe en revolutionaire MDLinking App, ... de Nederlandse vaatchirurg dr. Hans Flu en oncologisch chirurg ... die inmiddels beschikbaar is, wordt op dinsdag 24 mei ...
Breaking Medicine Technology: