1. Introduction To the Behavioral Change

Norris et al. (2019) believe that behaviors and attitudes in human beings are shaped by innate desires as well as the external stimulus that the person is exposed to, his/her entire life.  Taking from Hargreaves (2011) it can be added that Habits developed over time become a concrete set of exhibited behaviors that the person is most likely to exhibit. When the mind automatically associates a positive outcome or satisfaction with a particular behavior. The behavior is reinforced to become automatic or habitual. Kelly et al. (2017) take note that habits are developed in series over time and are often difficult to change.

The subject in this project is aiming at causing the change in her behavior by changing one habit that is perceived as bad. The project was to avoid eating chocolate. The subject is fond of eating chocolate; however, the subject is aware that the chocolate might cause many health issues and is not a good thing to consume, Chocolate contains a good amount of sugar and other harmful substances that will impact the subject’s health negatively. The goal was to change the behavior of consuming chocolate into the consumption of some healthy alternative. This goal was set by the subject to be accomplished over the course of 3 weeks’ time. This will bring about a positive change in the subject’s behavior.

Another habit that is perceived as good by the subject is to adopt a running goal every day. The overall goal is to remain fit and healthy. The adoption of habit is usually perceived as easier as compared to giving up the habit specially when driven by internal motivation

1.1 Aim to Achieve Via Change

 Based on the detailed account of personal experiences recorded, the report seeks to explain the underlying logic behind the habit breaking and intently induced change in consumption behavior. The aims of providing an account of the subject’s effort on changing a behavior, it is focused on one bad habit and one good habit. The bad habit under focus is leaving the habit of eating the chocolate and the second aim is to adopt a good habit of running.

The report seeks to identify and apply most appropriate and relevant consumer behavior theories and models to identify stages of this behavior change. The theories tend to explain the underlying logic behind the changing consumer behavior that is the reason behind breaking the habit of eating chocolate, in the subject along with adoption of a new habit of running. The most dominant theories that the report is going to analyze is the theory of cognitive dissonance, the ideal self-model and the theory of classical conditionings. The reason of choosing these strategies is that they best defined the role played by stimulus and effort in changing the behavior of consumption within the subject. These three theories explain the underlying reason behind the behavioral change intention, the role of innate need of consistency and order within the life and how it imposes certain level of resistance in breaking the habit and finally the appropriate course of action that is necessary for the breaking of such habit.

The following section of the report of explains the background of theories from a general perspective and then demonstrate how the theories underpin the personal experiences of the subject and the next section provides a detail conclusion on the consumer behavior change.

2. The Ideal self

The following section underlines the detailed account of the theory of Ideal self and its application to the subject’s behavioral intent of Giving up chocolate.

2.1 The Description

As informed by Malär et al. (2011) the theory of ideal self was proposed by Giddens in 1991 in his very famous writing, the modernity and self-identity. Giddens, in this piece, argue on one relevant point that the self-identity plays a vital role in the human behavior. The ideal self implies the desires that we possess about how we should be (Williams and Vannini, 2016). Ideal self is the perception of perfection that we seek within ourselves. Ideal self-Identity is the improvements that we seek and the goals within our personality that we work towards. Hence it differs from the actual self which is the true reflection of one’s own abilities, strengths and behaviors. Giddens argues that contrary to the past where the prime concern was the overall benefit and one’s place in the society, now a day’s people are motivated by the desire of self-improvements as a continues process with innate self-centered desires as the guide to such improvements (Shiah, 2016). As I try to modify my habit of eating chocolates ideal self seems more relevant in today’s world where people are increasingly becoming aware of their internal needs. As I apply to self, the theory seems more relevant as I realize I need to have a better physical appearance and a healthy outlook hence improvement towards the goal is what I considered ideal was leading to ultimate happiness and satisfaction.

The ideal self has more relevance in consumer behavioral aspects. The impact can be well explained using the self-image congruence models (Przybylski et al., 2012). These models are developed and established on the fact that people have an internal innate tendency to match their purchases, actions and product preferences with what they perceive as best depicting their ideal lifestyle. Many behavioral changes are studied on the basis of these models because they well explain the underlying logic behind intently inflicted change in behaviors and habits (Kim and Sundar, 2012). According to the model, the cue of behavior change is an internal realization of an internal need to improve towards the ideal self. The motivation then serves as the underpinning principle against which the efforts are made.

2.2 Implication

            The project undertaken by me is the intention of giving up the habit of eating chocolate. The innate need behind the intention that has given me motivation to set a goal and work towards achieving it is the innate need to improve. My inner self is driven by a self-inflict perception of the ideal self. I perceive my ideal self to be healthy and more esthetically appealing which requires me to cut back on sweet things so that I can be healthy and fit. This ideal self has guided my intentions to pursue this goal of cutting back sugar.

            The same ideals self also helps in maintaining the commitment with the goal.  Chocolate habit was associated with internal craving that made me want to quit but the ideal self and the urge to get to it by improving my health and fitness became my motivation to not consume chocolate and the instead find some alternate to help me satisfy the cravings. It is also worth noting here that the ideal self was not shaped by external stimuli but the internal self-driven needs and self-perceived identity of the characteristics that I perceive as best for me.

            Another notable contribution is the choice of products that are consistent with the congruence model. The fact that I choose a bar with yoghurt and nuts that represented a rather healthier choose as compared to the other sweetened alternates. This is because, as suggested by the congruence models, the purchase patterns of any person are tended to match the kind of lifestyle that the person perceives or intends to have. As I was working towards my goal of giving up chocolate and lead a heathier and fit life.

            However external factors also play role in human’s capacity to act in the direction of the goal. Although the development of new habit must have been easier as compared to leaving the habit of eating chocolate but that was not the case. I failed in the first week in the running goal because some hindering external factors. I failed because I couldn’t keep up with the schedule because of the full-time job. This external factor hindered my ability to work with full passion towards my internal goal.

            The role of information cannot be neglected here. Humans tend to avoid more disadvantage then work for advantages. I tend to feel more inclined towards avoiding chocolate than running because the disadvantage of chocolate is widely propagated and has numerous information sources available. This is contrary to running which is positioned as advantage but its absence as disadvantage is not propagated. Also leaving chocolate does not require physical efforts as compared to running which does require physical effort. Human can also feel lethargic in doing any physical effort to adopt a certain habit. This can also be the reason of failure in achieving the goal of running.

            Hence it can be effectively concluded in this section, that the Ideal self by Giddens does provide a concrete underpinning in why humans intend to set goals of improvements in the first place. The theory also explained that the drive is usually self-centered and self-perceived ideal self.

3. The Cognitive Dissonance Theory

            After a brief discussion of the ideal self. The next section discusses the cognitive dissonance theory and its implication in explaining the process of consumer behavior in my project.

3.1 Description

            The theory was first coined in 1957 by Leon Festinger. The theory states that the change in the behavior might be caused by discrepancies in what they believe and perceive and how they behave. The dissonance can cause the mental discomfort which is known as the cognitive dissonance (Cooper, 2011). The dissonance is an overall negative state of discomfort that arises from the difference in what they believe and what they are doing. Cognitive dissonance is an important theory in the study and investigation of the human behavior.

According to Izuma et al. (2010) the cognitive dissonance theory thrives on the basic principle that human beings are innately built to avoid the cognitive dissonance. That is, they seek to maintain a consistency between the attitudes, values and behaviors that one exhibits. In short that the subjects seek to maintain the cognitive consistency. As per description of Matthey and Regner (2011) the research and regarding the cognitive dissonance can be attribute to three main issue areas.

The first one is more relevant form of cognitive dissonance that is the social compliance, in which the dissonance is caused by doing something in public as a special compliance which you would not what to do to in private settings. This social complains that I enforced creates resonance and generates the feeling of negativity in human being (Gawronski, 2012). Sharma (2014) in his research describes that the cognitive dissonance is characterized by the fact that the human beings innately want consistency between their thoughts, behaviors and action. Whenever a person has to choose amongst two things that provide good quality and does reduce the overall pressure.

However, choosing between two issues can create post decision cognitive dissonance as it is hard to perceive that one product has totally replaced the other. Customer find it as a discrepancy with the behavioral and psychological stress of losing the value offered by the other brand in taking the product (Gregory-Smith et al., 2013). This is seen, by the human being as being dissonant to their attitude towards maximizing the value from purchase. The post decision dissonance is most   likely to generate dull behaviors and feelings pf negativity is attached to cognitive dissonance causing work. For example, in the real-time experiment, the scientist gives some mundane tasks that is not interesting. After the experience, the attitude towards challenge/ challenge become increasingly negative (Awa and Nwuche, 2010).

Cognitive reduction in which the people deliberately do the efforts to reduce the cognitive dissonance perceived/Felt by them. Formally defined the resolutions that celebrate effort/act to alter behaviors to best match the perceptions and internal values is called the Cognitive reduction.

The concept and critical logic behind studying changing consumer behavior through this theory is tendency of human beings to alter the behavior/ to attain a consistency between the attitudes and behaviors innately possessed by him. This theory tends to explain the drive behind the changing consumer behavior and suggests that change in attitude can result in alteration in behavior because the people would tend to overcome discomfort caused by post decision and pre-decision discrepancies (Mullen and Johnson, 2013). The following section explains how the theory well explains the behavior of me setting up the goal and trying to achieve them and how the attainment of consistency between the attitude and behaviors shaped my overall behavioral intentions.

3.2 The implication

            The cognitive dissonance theory relates well with my goal of giving up habit of eating chocolate and start healthy lifestyle by opting for adoption of running as a habit. The availability of information and other external factors as well as my inner desire to maintain a healthy lifestyle has changed by perceptions and attitude towards chocolate. The cognitive dissonance theory suggests that the alteration in behavior can be caused by the tendency to match the behaviors with one’s attitudes and perceptions. Since my attitude towards the healthy life style has become more concreate and I intend to develop a good healthy lifestyle. Eating chocolate or not running or consuming unhealthy stuff would create a discomfort for me because then I would think that I am not going according to my attitudes and perceptions.

            The discomfort would then serve as an innate drive to change my behavior. My perception about chocolate, my mist favorite snack, has been altered and now I perceive as something negative to my health. This change in my attitude has been playing a major role in achieving my goal. Because I am trying to seek consistency between what I perceive and what I do. If I perceive chocolate as something dangerous to health and as something that is giving me unnecessary problems, according to cognitive dissonance, I should avoid that thing and look for most positively impacting substitutes to chocolate so that I can undergo cognitive reduction.

            However, the tendency to feel the dissonance when comparing two products was also able to hinder my motivation towards the goal because, as human is seeking consistency in life. The change from chocolate to other snacks was not an easy task because I use to feel cravings about the chocolate and it was hard for me to find things which I can eat to satisfy my sweet tooth and still manage to not consume any chocolate. I had a hard time exploring and finding an appropriate thing to eat which will not harm my goal of healthy lifestyle. I did found some healthier replacements but I felt the dissonance and discomfort because it tea snot as satisfying as chocolate and was not a 100 percent replacement to this. However, due to the positive attitude that I developed about the snacks without chocolate, it was not very difficult for me to adopt the bars as snacks.

            The next goal was also inspired from the same motivation of achieving consistency between the behavior and the attitude possessed by the person. I was motivated to run because not running was not resonating with my aim of achieving a healthier and slimmer body. However, running goal could not be achieved due to strict timing and job schedule.

            We can say that the cognitive dissonance theory explains the underlying drive and how the attitude and the overall intention of seeking consistency can shape one’s behavior. The section explains the final theory which can be applied to the situation of behavioral change (Mullen and Johnson, 2013).

4. Classical Conditioning

            This section defines and explains one of the most detailed researched about theory of classical conditioning and how it is impacting the situation of me giving up chocolate and adopt a habit of running daily and intention of living a heathier lifestyle.

4.1 Description

            Classical conditioning takes sits roots from the basic behavioral science, the Psychology. This theory is famous for explaining the induced change in behavior in any human. This theory was given by Russian Physiologist Ivan Pavlov. Pamir et al. (2011) defines the theory has sustained the test of time and is relevant in predicting consumer behavior in recent time as well. The theory was based on an experiment conducted on dogs in which, through repetitive association and conditioning, inflection of certain behavior was made possible. The theory suggest that a behavior can be inflicted and reinforce using certain conditioning techniques (Pamir et al., 2011).

It establishes the relationship between the Conditioned response and the conditioned stimulus. The theory, in its most refine form, suggests that the wanted behavior can be reinforced by providing regarding stimulus. The basic experiment conducted by the scientist also had a stimulus, a response and a reward that reinforce the behavior that was intended to be inflicted. The whistle was portrayed to the dog as the sign of getting food (Pornpitakpan, 2012). As the food followed whistle for some consecutive terms, the dog associated the bell with food and did not, any longer, required food to salivate assuming automatically that the food will follow.

Invariably, the assumptions hold true for the behavior change. To inflict a change in behavior, it is imperative to associate it with a positive outcome consistently to reinforce that behavior and make the change permanent in nature (Martin and Morich, 2011). The theory is also being propagated by a famous psychologist and scientist John Watson as an explanation of all human behavior. He explains further that all forms of human behaviors, simple or complex, are series of emotional stimulus and response that are reinforced overtime (Wells, 2014). This theory effectively proposes that any human behavior that is rewarded is reinforced and the behavior that is punished can be removed from he set of depicted behavior.

The theory is imperatively discussed here for two major reason, first, the theory gives a functional and procedural perspective rather than just explaining the underlying logic behind the behavior. This gives a direction on how to further proceed towards breaking habits and mending ways. Secondly, the theory is universally applicable to the prediction of all sort of human/ consumer behavior. This makes the theory a strong and relevant predictor of the human behavior (Kubota et al., 2014).

Few relevant implications of the theory suggest that behavior related to the emotions such as fear, live hatred, antagonism etc. are the result of conditioning. For example, the fear that we feel is often the result of some adverse consequences that we associate with the object that we fear from. Hence the theory plays an important role towards self-actualization, control and improvement can all be associate with the theory of classical conditioning.

The following section expresses how the functional perspective implied by classical conditioning helped shape my goal and commitment towards this project and how rewarding stimulus can be used to break and induce hobbits of giving up chocolate and running in order to gain a healthy lifestyle (Sweldens et al., 2010).

4.2 Implication

            The theory can be effectively applied to my project. At first it was very difficult for me to avoid chocolate cravings but as soon as I started rewarding the behavior with substitute that was sweet I suddenly got control over my cravings for chocolate. Every time I would want to eat chocolate I would opt for chewing gum. The pink chewing gum was sweet and delicious enough to satisfy my sweet cravings and at the same time reinforce that chocolate has to be avoided at any cost. I couldn’t keep up my pace in the running goal because I lacked the reinforce signal in that and hence I couldn’t reinforce the behavior.

Also, my related behaviors were affected. Every time I went for shopping before, I use to look for chocolate in the shelves but I have now gained control on it and I don’t spend my entire time and money on looking for and purchasing high sugar and caffeinated chocolate, Instead I now spend my time on looking for healthier substitute that will satisfy my cravings for chocolates. Substituting my cravings with something healthy satisfies my internal drive as I believe in doing so I am achieving better fitness. I have also notice good positive change in my attitude towards the running as well.

I have also experienced a good change in my thinking patterns. At first all I used to think about eating chocolate. This was affecting my overall perceptual framework. Whenever someone would open any snack bag around me. My mind would automatically think about chocolate and I would assume that someone around is eating chocolate. But Since I have reinforced my behavior and conditioned myself to avoid chocolate I have gained control on my perception and I do not think about chocolate often. I also don’t crave about chocolate and do not assume that every package is related to chocolate.

Finally, it has given a lot of magnitude to my choices. Before overcoming my chocolate craving I would just go and buy chocolate in my lunch time and would not explore anything else. But now as I have gained considerable control over the behavior I have also explored many good and healthy substitutes which I didn’t know that existed before. The chocolate consumption had kept me so occupied that I never tasted anything else for change of taste. I have now gained control over my chocolate cravings and got to taste new substitutes like a cereal bar with strawberries which is very delicious but I never tasted it before.

I can be concluded from this section that when I have reinforced by behavior for avoiding chocolates by substituting it with pink gum and other heather options I have gained control and have achieved my self-inflicted behavior. The implication of theory is weakened the running goal because I could not find a strong reinforced for this goal which limited my capacity to try fully and achieve this goal as well. The goal was hampered also due to external influence of my daily routine which has a full-time job.

5. Integration of Theories and Marketing Implications

            This part integrates what I have learnt on how consumer behavior is changed and what are the motivations for the change. Experiencing these fundamental I can now understand how consumers like me, would like to associate with brands that offer products as substitute of chocolates.  

The consumers want to experience taste yet, they want products to be purely organic and closer to nature.  The changing consumers behavior is a key indicator for marketers to design their product attributes. Since, it has been explained that change in consumer behavior regarding consumption of chocolate is health oriented but consumers do not want it to be associated with obesity rather as a healthier alternative to live their lives in which they control their mind, body, and emotions. Kim and Sundar (2012) informs that the innate needs when paired with self-awareness can drive people to work in the direction of their aspiration and towards their ideal self in which they set achievable goals keeping their inner desires in mind. According to this analysis I suggest marketers to portray the ideal self-consumers are looking in their marketing. This way consumers can see his/her personality in the product and can associate better.

From this point, comes the role of drive. The drive is generated from the internal strive of creating a harmony and consistency between the thinking’s, values, beliefs and the actions taken. Once I got my attitude changed towards adopting a healthy life style the drive for avoiding chocolate and adopting good habit of running was the result of my efforts. The efforts directed towards achieving the consistency between the inner beliefs and actions taken (Cooper, 2011). The suggestion to marketers here will be to connect with consumers and discuss with them their aspirations and translate them in to their products. It’s a psychological assurance that marketers can lend to their consumers via designing a tailored product according to their needs. Consumers want

Finally, the theory of classical conditioning provides a functional procedure to act and change my behavior and induce a healthy life style (Pornpitakpan, 2012). This theory underpins that good behaviors can be made permanent and changes can be induced by simply providing a stimulus and then rewarding the behavior. I did the same thing by eating a chewing gum or delicious bars whenever I craved sweet so that the avoidance of chocolate can be reinforced. Here I suggest to marketers to make believe its consumers that their product can help achieve desired results for them. The marketers must design campaigns where people from all walks of life can connect and share their experiences and how the chocolate alternative products are helping them to live a better life.

6. Conclusion

            This report provided a detailed account of my experience regarding inducing change in my consumption behavior. The goal set by me was to eliminate chocolate consumption and adopt the habit of running so that I could maintain a healthy lifestyle. I was successful in eliminating chocolate consumption in entirety but couldn’t keep up with the running goal. This was due to external factors of my routine. I have a full-time job which make it difficult for me to keep up my schedule of walk.

However, I was successful in changing my habit of eating chocolate. Although it was difficult because of the cravings that I had and because I was used to it. I learned that finding good and healthier substitutes can help me overcome this habit. This report has analyzed my experience of behavior change in the light of 3 different theories. The theories point out exactly which stage/activity of this behavior change process has been best explained achieved. Using this process, I was able to achieve the desired results of effectively stop eating chocolates and switch to healthier alternatives.

References

Awa, H. O. and Nwuche, C. A. (2010) ‘Cognitive consistency in purchase behaviour: Theoretical & empirical analyses’, International Journal of Psychological Studies, 2(1), pp. 44 %@ 1918-7211.

Cooper, J. (2011) ‘Cognitive dissonance theory’, Handbook of theories of social psychology, 1, pp. 377-398.

Gawronski, B. (2012) ‘Back to the future of dissonance theory: Cognitive consistency as a core motive’, Social Cognition, 30(6), pp. 652-668 %@ 0278-016X.

Gregory-Smith, D., Smith, A. and Winklhofer, H. (2013) ‘Emotions and dissonance in ‘ethical’consumption choices’, Journal of Marketing Management, 29(11-12), pp. 1201-1223 %@ 0267-257X.

Hargreaves, T. (2011) ‘Practice-ing behaviour change: Applying social practice theory to pro-environmental behaviour change’, Journal of consumer culture, 11(1), pp. 79-99 %@ 1469-5405.

Izuma, K., Matsumoto, M., Murayama, K., Samejima, K., Sadato, N. and Matsumoto, K. (2010) ‘Neural correlates of cognitive dissonance and choice-induced preference change’, Proceedings of the National Academy of Sciences, 107(51), pp. 22014-22019 %@ 0027-8424.

Kelly, M., Michie, S., Thomas, J., Johnston, M., MacAonghusa, P., ShaweTaylor, J., Deleris, L., Finnerty, A., Marques, M. and Norris, E. (2017) ‘The Human Behaviour-Change Project: Harnessing the power of Artificial Intelligence and Machine Learning for evidence synthesis and interpretation’.

Kim, Y. and Sundar, S. S. (2012) ‘Visualizing ideal self vs. actual self through avatars: Impact on preventive health outcomes’, Computers in Human Behavior, 28(4), pp. 1356-1364 %@ 0747-5632.

Kubota, N., Amemiya, S., Yanagita, S., Nishijima, T. and Kita, I. (2014) ‘Emotional stress evoked by classical fear conditioning induces yawning behavior in rats’, Neuroscience letters, 566, pp. 182-187 %@ 0304-3940.

Malär, L., Krohmer, H., Hoyer, W. D. and Nyffenegger, B. (2011) ‘Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self’, Journal of marketing, 75(4), pp. 35-52 %@ 0022-2429.

Martin, N. and Morich, K. (2011) ‘Unconscious mental processes in consumer choice: Toward a new model of consumer behavior’, Journal of Brand Management, 18(7), pp. 483-505 %@ 1350-231X.

Matthey, A. and Regner, T. (2011) ‘Do I really want to know? A cognitive dissonance-based explanation of other-regarding behavior’, Games, 2(1), pp. 114-135.

Mullen, B. and Johnson, C. (2013) The psychology of consumer behavior. Psychology Press.

Norris, E., Finnerty, A. N., Hastings, J., Stokes, G. and Michie, S. (2019) ‘A scoping review of ontologies related to human behaviour change’, Nature Human Behaviour, pp. 1 %@ 2397-3374.

Pamir, E., Chakroborty, N. K., Stollhoff, N., Gehring, K. B., Antemann, V., Morgenstern, L., Felsenberg, J., Eisenhardt, D., Menzel, R. and Nawrot, M. P. (2011) ‘Average group behavior does not represent individual behavior in classical conditioning of the honeybee’, Learning & Memory, 18(11), pp. 733-741 %@ 1072-0502.

Pornpitakpan, C. (2012) ‘A critical review of classical conditioning effects on consumer behavior’, Australasian Marketing Journal (AMJ), 20(4), pp. 282-296 %@ 1441-3582.

Przybylski, A. K., Weinstein, N., Murayama, K., Lynch, M. F. and Ryan, R. M. (2012) ‘The ideal self at play: The appeal of video games that let you be all you can be’, Psychological science, 23(1), pp. 69-76 %@ 0956-7976.

Sharma, M. K. (2014) ‘The impact on consumer buying behaviour: Cognitive dissonance’, Global Journal of Finance and Management, 6(9), pp. 833-840 %@ 0975-6477.

Shiah, Y.-J. (2016) ‘From self to nonself: the nonself theory’, Frontiers in Psychology, 7, pp. 124 %@ 1664-1078.

Sweldens, S., Van Osselaer, S. M. J. and Janiszewski, C. (2010) ‘Evaluative conditioning procedures and the resilience of conditioned brand attitudes’, Journal of consumer Research, 37(3), pp. 473-489 %@ 1537-5277.

Wells, V. K. (2014) ‘Behavioural psychology, marketing and consumer behaviour: a literature review and future research agenda’, Journal of Marketing Management, 30(11-12), pp. 1119-1158 %@ 0267-257X.

Williams, J. P. and Vannini, P. (2016) ‘Authenticity in culture, self, and society’,  Authenticity in culture, self, and society: Routledge, pp. 17-34.