Stop Unhealthy Behavior By Making It Uncool
Public health campaigns intended to reduce unhealthy behaviors like binge drinking and eating junk food often focus on the risks of those behaviorsb but a new study in the Journal of Consumer Research suggests a relatively simple but surprisingly effective strategy to improve consumer health based on common sense: like the risky behavior with an 'out' group.
Authors Jonah Berger from the University of Pennsylvania and Lindsay Rand from Stanford University found that linking a risky behavior with a group that the targeted audience doesn't want to be associated with caused participants to…