Changing health behavior motivation from I-must to I-want.

Abstract:

:In the past, medicine was dominated by acute diseases. Since treatments were unknown to patients they followed their medical doctors´ directives-at least for the duration of the disease. Behavior was thus largely motivated by avoiding expected costs associated with alternative behaviors (I-must). The health challenges prevailing today are chronic conditions resulting from the way we chose to live. Traditional directive communication has not been successful in eliciting and maintaining appropriate lifestyle changes. An approach successful in other fields is to motivate behavior by increasing expected rewards (I-want). Drawing on neuroeconomic and marketing research, we outline strategies including simplification, repeated exposure, default framing, social comparisons, and consumer friendliness to foster sustained changes in preference. We further show how these measures could be integrated into the health care system.

journal_name

Prog Brain Res

authors

Knecht S,Kenning P

doi

10.1016/bs.pbr.2016.06.013

subject

Has Abstract

pub_date

2016-01-01 00:00:00

pages

427-438

eissn

0079-6123

issn

1875-7855

pii

S0079-6123(16)30099-1

journal_volume

229

pub_type

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