Fear is Motivator to Look Good

Why is fitness important? Is it to live longer? To be healthier? Would you believe that it is so they'll look better and because they are afraid of not looking good? That's what researchers determined, said a recent press release.

This data is important for anyone who markets a product that helps people look or feel better. The key to motivate them is to pray upon their fears.

Researchers at the University of Bath, U.K., determined that nearly all of the people who work-out and use fitness programs on a regular basis want to be fit, and stay fit, because they are afraid of not looking good. They are afraid of what they would look like if they were not attractive.

While many people might view gaining success as a motivator to continue exercising for fitness, researchers determined that gaining success has the opposite effect. Indeed, it demotivates people to exercise.

Conversely, the best motivator? Fear. The fear of what people will look like without exercising, or using that wrinkle removing cream, or other items that are sold to make us appear more beautiful.

Taking it a step further, fear becomes an even stronger motivating factor when someone senses that they are beginning to look like they are afraid of looking.

Using facial wrinkles as an example, young people may not want to get wrinkles on their face, so they'll use creams to help prevent wrinkles because they are afraid of having wrinkles on their face.

However, the person who senses that they are beginning to get just a few wrinkles will be even more fearful of getting wrinkles. They will take even more steps to avoid getting wrinkles.

As more wrinkles start to emerge, the person becomes even MORE afraid of having wrinkles. This person will spend even more money and take even more steps to try to prevent or stop wrinkles from appearing.

"How consumers see themselves in the future has a strong effect on how motivated they are to keep using a product or service," said Professor Brett Martin, of the University of Bath's School of Management. Martin worked in conjunction with Dr. Rana Sobh of Qatar University in completing this study.

Researchers also said that if a consumer does not see any benefit from the product, they will stop using it. Therefore, it is important to balance improvements with continued fear so that the consumer will keep purchasing, or using, a product.

Businesses that market products to consumers demonstrate how their product can relieve the consumers fear. If a product advertisement were to make a consumer feel better about them, product sales would decrease.

Consumers should be aware that advertisements are designed to play upon their fears when selling products to them.

Source:
http://www.bath.ac.uk/news/2007/11/27/gym-fear.html