The Lifestyle Chronicles - "How Easy?" Versus "How Effective?"

Punam Keller from Dartmouth University has an interesting and potentially useful report in the June 2006 issue of the Journal of Consumer Research. He believes that some people are eager to try new things but base decisions about health behavior on whether they can actually do it, rather than if it is effective. Another group is more concerned about safety and security than accomplishment and growth. "A person who is more prevention-focused centers on preserving an absence of unwanted occurrences and maintenance of the status quo, and is more vigilant toward the decision to limit the chances of mistakes."

The implications concern how information about healthy practices and disease prevention would be best distributed to each group.

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