Appearance anxiety 'fuels women's motivation'28 Nov 2007
Fear of being unattractive serves as a higher motivation for women in the UK to keep going to the gym than an aim to look good, new research has revealed. A study carried out at the University of Bath found that those who imagined a dramatic failure to stick to a regular exercise programme rather than a successful regime were more motivated to keep going out of fear of becoming unattractive. The findings show that it is a fear of failure that drives consumers rather than benefiting from things such as improving fitness in the gym or using anti-wrinkle cream. Professor Brett Martin, from the University of Bath's School of Management, said: "How consumers see themselves in the future has a strong effect on how motivated they are to keep using a product or service."When people dwell on a negative future, fear motivates them, yet as they move away from their feared state – a flabby body, or a wrinkled skin – they become less motivated."A recent report stated that fewer than one in five women in the UK are doing enough exercise to be healthy.Discuss this item in our forums
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