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JOURNAL OF APPLIED BUSINESS AND ECONOMICS
Reactance and Behavioral Change: Marketing Healthy Lifestyles
Author(s): Robert E. Wright, John C. Palmer
Citation: Robert E. Wright, John C. Palmer, (2012) "Reactance and Behavioral Change: Marketing Healthy Lifestyles," Vol. 13, Iss. 4, pp. 136-143
Article Type: Research paper
Publisher: North American Business Press
Abstract:
Public sector marketers have long utilized marketing techniques in attempts to persuade citizens to exhibit
certain types of desired behaviors. Public sector marketers are now attempting to promote healthy lifestyles
in response to recent studies that show that unhealthy lifestyles can significantly contribute to increased rates
of disease and death. One particular problem is obesity. The number of Americans who are either
dramatically overweight, or obese, is at an all time high, with 35.7% of Americans classified as obese in
2010 (Flinn, Langreth, and Cortez, 2012), prompting individuals in the medical profession to attempt to
identify better ways to market healthier diets to the public (Chipello, 2005). However, consumers may view
these efforts as a potential loss of freedom, resulting in reactance. Following Brehm’s (1966) theory of social
reactance, this paper provides guidance on how best to market a healthier lifestyle.
