Shifting Signals to Help Health: Using Identity Signaling to Reduce Risky Health Behaviors

Journal of Consumer Research

This research examines how identity-based interventions can improve consumer health. Results of laboratory and field experiments reveal that associating risky health behaviors with a social identity people do not want to signal can contaminate the behaviors and lead consumers to make healthier choices. College freshman reported consuming less alcohol (experiment 2), and restaurant patrons selected less fattening food (experiment 3), when drinking alcohol and eating junk food were presented as markers of avoidance groups. These findings demonstrate that identity-based interventions can shift the identities associated with real-world behaviors, thereby improving the health of populations.