An Investigation into Consumers' Repeated Attempts at Behavior Change

Recent research has shown that individuals make repeated attempts at behavior change prior to actually being successful. As consumer researchers, however, we do not have a clear understanding of how people interpret behavior change failures and persist post-failure. This research extends the theory of trying by assessing the impact of feedback from behavior change outcomes to future attitudes towards trying. In order to understand how individuals interpret and persist post-failure at behavior change, the conceptual model identifies three mediating factors in the feedback loop (i.e., attributions of behavior change failures, self-esteem, and hope) that are affected by a behavioral change outcome and influence an individual's attitude towards future behavior change. The conceptual model is tested in a two-stage field survey with respondents who are trying to change their eating behaviors. Structural equation modeling was used to test the feedback loops and the interactions between factors. Finally, implications for consumers and public policy are discussed.