This project explores the potential utility of a new intervention approach designed to target motivation for health behaviour change. Research shows that although people may believe certain values to be important, they are often unable to articulate why this is the case (ie they lack 'cognitive support' for the value). As a result, they tend to behave in accordance with the value only when it is relatively easy to do so. However, value-consistent behaviour can be increased by asking individuals to think about reasons for and against the value. Experiments 1 and 2 of this project examine (a) the extent to which individuals lack cognitive support for the value of health, and (b) the type of information (eg feelings/thoughts/behaviours) that leads to people valuing health. Experiment 3 goes on to examine whether health intentions and behaviours can be influenced by providing individuals with cognitive support for the value of health and compares the effects of this strategy with other techniques known to influence intentions and/or behaviours. Finally, Experiment 4 uses the most effective strategies from Experiment 3 to form the basis of an internet-based health intervention programme, the effects of which are assessed over a six-month period.

Study 1: questionnaires