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Rehab News:New strategy helps reduce unhealthy behaviours

Public health campaigns intended to reduce unhealthy behaviours like binge drinking and eating junk food often focus on the risks of those behaviours. But a new study in the Journal of Consumer Research suggests a relatively simple but surprisingly effective strategy to improve consumer health.

Authors Jonah Berger (University of Pennsylvania) and Lindsay Rand (Stanford University) found that linking a risky behaviour with an "outgroup" (a group that the targeted audience doesn't want to be confused with) caused participants to reduce unhealthy behaviours.

"We suggest that public health campaigns will be more successful if they attend to how behaviours act as markers or signals of identity," the authors write.

The studies began by identifying groups of people who study participants liked, but with whom the participants would not want to be confused"outgroups." When unhealthy behaviours such as binge drinking and eating junk food were associated with one of these outgroups, participants were less likely to indulge in the unhealthy behaviours.

These studies highlight the importance of identity in health behaviour and suggest promising directions for future health promotion appeals, the authors believe. "Decisions are not only based on risks and benefits, but also the identity that a given choice communicates to others. Consequently, shifting perceptions of the identity associated with a risky behaviour can help make better health a reality."

Reference: Jonah A. Berger, Lindsay Rand (2008), 'Shifting Signals to Help Health: Using Identity-Signaling to Reduce Risky Health Behaviors' Journal of Consumer Research, Vol. 35

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