Effects of plan specificity and eveningness–morningness orientation on health goal pursuit

Abstract

Extant research has identified several boundary conditions for the beneficial effects of planning in goal pursuit. The present research examines how consumers with morningness‐ (early birds) or eveningness‐orientation (night owls) benefit differentially from health goal planning. Specifically, three studies in an eating context show that early birds respond better to specific diet plans, while night owls respond better to general diet plans. Therefore, a match between plan specificity and one's eveningness–morningness orientation promotes self‐efficacy in carrying out the plans and the consequent health goal‐directed motivation and behaviors. The fourth study in an exercise context further reveals that individual differences in body mass index moderate the combined effect of plan specificity and eveningness–morningness orientation on health goal pursuit. Together, our findings provide practical implications by demonstrating how planning‐based interventions can motivate different consumer segments in health goal pursuit.

Consumer (dis)engagement coping profiles using online services in managing health‐related stressors

“…Adopting a life‐course paradigm (Moschis, 2021), longitudinal studies that track health status and coping efforts over time would be valuable in understanding the changes in (dis)engagement coping efforts alongside changes in perceived helpfulness of such coping efforts. However, longitudinal studies should also document the impact of personal dispositions (e.g., personality types) as they may impact on coping efforts (Duhachek & Iacobucci, 2005; Hollebeek et al, 2022; Selzer et al, 2021; Sinha & Lu, 2022), including in an online context (Blazevic et al, 2014). A useful direction may be in the development of consumer personas with respect to (dis)engagement coping that combine personality or other dispositions with the coping profiles that we identify.…”

Sweat it for sustainability: Impact of physical activity/exercise on sustainable consumption

“…Covid 19 has also emphasized people's concern for environmental wellness, that is, wellness relative to the natural environment. Nevertheless, most of the quantum of research and conversation on wellness is built around nutrition and fitness preferences of health‐conscious consumers (e.g., Lusk, 2019; Sinha & Lu, 2022), or the vast array of services and gadgets aimed at building and tracking consumer fitness (Dwivedi et al, 2022; Falardeau et al, 2021; Windasari et al, 2021). However, the positive effects of exercise in stimulating the secretion of dopamine in the human body, which acts as a salience detector to promote virtuous behaviors, such as sustainable consumption and curb vice behaviors are macro (Rhodes & Majdak, 2013).…”