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

ies 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.


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

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