ALBANY, N.Y., Dec. 31, 2015 /PRNewswire-USNewswire/ -- A simple technique may offer a game-changing way to enact lasting change for people who want to positively influence their own or others' behavior.
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Utilizing more than 40 years of data, marketing researchers from the University at Albany; University of California, Irvine; the University of Idaho; and Washington State University have found that asking about positive behavioral changes ("will you exercise?" or "will you recycle?") as opposed to telling/instructing has a long-term impact in many areas of life.
Published in the Journal of Consumer Psychology, the report is the first comprehensive look at more than 100 studies examining the 'question-behavior effect,' a phenomenon in which asking people about performing a certain behavior influences whether they do it in the future. The effect has been shown to last more than six months after questioning.
Their meta-analysis showed there may be several reasons why asking about a certain behavior can positively influence a person's chances of doing that behavior in the future, said co-author Ioannis Kareklas, an assistant professor of marketing at UAlbany's School of Business.
"We're seeing the effect last well beyond six months, where you ask someone a question one time and months later, it is still influencing their behavior -- even a one-time exposure to the question -- the vast majority of literature shows," said Kareklas.
The study analyzed the various explanations of the 'question-behavior effect' discussed in the literature as following one of four general perspectives: attitudes, consistency, fluency, and motivation. While fluency- and attitude-based perspectives showed only modest reinforcement, greater support was provided for the motivation-based view of the effect, which suggests that questioning leads individuals to form an intention, which then motivates them to perform the behavior in the future.
The question-behavior effect has been shown to be an effective technique for influencing a wide variety of behaviors, including:
The findings offer guidance to social marketers, policy makers and others seeking to impact human behavior.
The researchers found the greatest support was for consistency-based theoretical predictions. The most popular of the consistency theories suggests that the question-behavior effect is based on a desire to reduce cognitive discomfort that is created by the question.
"Hence, the findings strongly suggest multiple theoretical mechanisms at play—primarily motivation and a drive for consistency—perhaps less so by fluency and attitudes," concluded Kareklas.
About the University at Albany:
Educationally and culturally, the University at Albany-SUNY puts "The World Within Reach" for its more than 17,300 students. An internationally recognized research university, we offer 120 undergraduate majors and minors and more than 125 master's, doctoral, and graduate certificate programs. UAlbany is a leader among all New York State colleges and universities in such diverse fields as atmospheric and environmental sciences, business, criminal justice, emergency preparedness, engineering and applied sciences, informatics, public administration, social welfare, and sociology taught by an extensive roster of faculty experts. With a curriculum enhanced by 600 study-abroad opportunities, UAlbany launches great careers.
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Contact: Michael Parker (518) 956-8150
SOURCE University at Albany
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