Shifting Signals to Help Health : Using Identity Signaling to Reduce Risky Health Behaviors

  title={Shifting Signals to Help Health : Using Identity Signaling to Reduce Risky Health Behaviors},
  author={Jonah Berger and LINDSAY RAND},
This research examines how identity-based interventions can improve consumer health. Results of laboratory and field experiments reveal that associating risky health behaviors with a social identity people do not want to signal can contaminate the behaviors and lead consumers to make healthier choices. College freshman reported consuming less alcohol (experiment 2), and restaurant patrons selected less fattening food (experiment 3), when drinking alcohol and eating junk food were presented as… CONTINUE READING
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