When Needs Don't Translate into Wants: Choosing the Right Tone to Communicate About Healthy Behaviors.

Although individuals should benefit from adhering to communication that promotes healthier behaviors, such communication often encounters mixed success. To understand this incongruity, we identify a misconception about the roles of two distinct drivers of health behavior: needs (which are more objective) and wants (which are more subjective). While needs generally translate into wants in ordinary consumption contexts, they sometimes clash with wants in the context of health behaviors. We propose that communicators' failure to anticipate this misalignment leads them to choose an inadequate communication tone (more or less assertive). Across three studies conducted in the field and online, adopting the perspectives of both communicators and receivers, we examine how the misalignment of needs and wants in health contexts affects the selection of communication tone and reactions to this communication. We find that communicators (and study participants taking the role of communicators) frequently select the tone (more or less assertive) of their communication based on the receivers' (objective) needs. Still, conversely, receivers' responses depend on how the tone of communication matches their (subjective) wants. This gap tends to disappear for more severe health issues, where wants align better with needs. The frequent misalignment of needs and wants in the health domain challenges health communication effectiveness. Communicators should seek ways to address this misalignment, for example, by increasing the perceived severity of the health issue or the perceived authority of the source.

Linguistic Delight Promotes Eating Right: Figurative Language Increases Perceived Enjoyment and Encourages Healthier Food Choices.

The link between poor diet and poor health is well-known. Nevertheless, 90% of Americans are not meeting current dietary guidelines, avoiding nutrient dense foods like vegetables, and opting for high-calorie foods. One of the reasons for this behavior is that healthy options are often considered less enjoyable, compared with less healthy options. Addressing this issue, the current work tests the effectiveness of a novel approach to encourage consumption of healthier options. We explore the effectiveness of using figurative language (e.g., rhyme, metaphor) in naming food items on preference for these items. Research shows that figurative language induces pleasure and perceived enjoyment. Relying on this research, we propose that naming food figuratively will increase anticipated enjoyment with that food, as well as preference for that food. We tested this prediction in a large-scale field experiment at a university dining hall. We found that giving vegetable dishes figurative names (Tree of Life) significantly increased preference for those dishes, compared with literal names (Steamed Broccoli). A follow-up online experiment provided additional evidence in support of this assertion, demonstrating a preference for low-calorie menu options when they were named figuratively, and higher anticipated enjoyment with these options. The findings support the use of figurative language in naming healthy food dishes to influence food choice. The results also provide a psychological explanation for the effectiveness of figurative language in health communication.

Think positive! Emotional response to assertiveness in positive and negative language promoting preventive health behaviors.

OBJECTIVE: There is insufficient evidence for the effectiveness of various tones of communication in modifying health behaviours. We examine the moderating role of assertiveness in the effect of positive/negative language on emotional responses (optimism, self-efficacy, and guilt), and resulting preventive health behaviours. DESIGN: Three experiments were employed. An online experiment tests the relationship between positive/negative language and assertiveness when people communicate about healthful eating. Next, a field study examines the moderating effect of assertiveness in positive and negative language encouraging using sunscreen among street passers-by. Third, an online study explores whether the effect of assertiveness in positive and negative messages on hand-washing intentions is mediated by increased optimism and self-efficacy, and decreased guilt, respectively. RESULTS: Positive language increases compliance when expressed assertively because the assertive tone emphasises optimism and self-efficacy. Conversely, negative communication is more effective when expressed non-assertively, because of the replenishing effect of the gentler tone on the guilt evoked by the negative communication. CONCLUSION: Assertiveness serves as an intensifier of what is being communicated. When considering whether to employ positive or negative language in health messaging, assertiveness should be considered as part of the design of effective health communication strategies leading to health promoting behaviour change.

Under-standing: How embodied states shape inference-making.

How do embodied states influence the inferences people make about the meaning that is intended by communicators? We propose that embodied states encourage mental representation of certain meanings while inhibiting others, thereby facilitating or hindering comprehension in social interactions and potentially causing miscommunication. Four experiments demonstrate that bodily postures incompatible with the intended meaning of a sentence attenuated inferences of those meanings, especially when the intended meaning was not articulated directly and required more extensive inference-making effort. Participants were faster at responding to sentences containing verbs inferring a sitting position when they were sitting than when they were standing, and vice versa. Participants were also more likely to interpret the intended meaning of sentences as relevant to sitting when participants were themselves sitting, and relevant to standing when participants were standing. These outcomes were especially evident when the sentences required higher-interpretive effort (e.g., used indirect language) than lower-interpretive effort (e.g., used literal language). These results suggest that embodied states shape inference-making and can thereby influence comprehension and affect communication success, especially when inferences are more effortful to make.

I'm so touched! Self-touch increases attitude extremity via self-focused attention.

In everyday life, people often engage in behaviors like chin touching, hand clasping, and arm crossing. Such self-touching behaviors have been found to emerge under emotional stress and while performing tasks requiring concentration and focus. In contrast to work examining antecedents of self-touch, the current research experimentally investigates the causal outcomes of self-touch, specifically its influence on evaluative cognitions such as attitudes toward external objects and events. Four studies support the prediction that both instructed and spontaneous self-touch enhance focus on the self, resulting in greater attitude extremity toward evaluated targets. A last study demonstrates that people do not have a fully accurate understanding of the influence of self-touch on consequential outcomes such as self-focus and attitude extremity. Thus, this common behavior may incidentally influence a wide variety of judgments.