So Close Yet So Far Away: The Moderating Effect of Regulatory Focus Orientation on Health Behavioral Intentions

The purpose of this study is to further understand ideal self-goals and regulatory focus orientation within the context of consumer health decisions. To do so, the present research examines the intersection of ideal weight goal progress and regulatory orientation on consumer health-related decisions. Across two experimental studies, findings suggest that those far away from their ideal weight goals are more inclined to participate in adaptive health behaviors. The first study shows that individuals are calibrated in terms of their health goals. Specifically, when they are far away from their ideal weight, they want to eat healthier and exercise. However, their health goals are not calibrated appropriately in the presence of regulatory incongruence of individual regulatory orientation and promotion type. Specifically, prevention-oriented individuals do not report the appropriate outcome expectation of the goal pursuit; instead, the present study finds that they do not want to increase exercise even when they are far from their health goal. Implications are provided for consumers and promotional marketing managers.