Marketing Journal - 080522

MRKT20021 Assessment 2 – Academic Journal
Sara Austin (Kate) – S0055474 Page 1 of 11
Who’s in the Market for Weight Loss – the Personality &
Motivation to Succeed
Sara K Austin
Student, Central Queensland University
Abstract
In a society obsessed with body-image, yet plagued with weight-associated diseases, it is understandable that the market for weight loss
services has exploded in recent years. If consumer behaviour is driven by such factors as personality and motivation, what motivates a
consumer to want, or need to undertake a weight loss program or exercise regime? Does personality influence weight loss success, or
commitment to exercise regimes? Which personality types are more likely to fail to achieve, or to maintain their goal weight? How can
marketers of weight loss programs design strategies to better position their product in the marketplace, and how can they benefit from
knowing the answers to these questions? The author has undertaken this study in an effort to find the answers these questions!
In this cross-sectional descriptive study, relationships between personality, motivation and consumer purchasing decisions for weight loss
products and services are examined. A number of hypotheses are proposed regarding personality types and weight loss success, as well as
motivators for weight loss initiation. It is postulated that self image will be a primary motivator for weight loss. It is further proposed that the
use of targeted marketing techniques will positively influence consumers purchasing decisions.
In contrast to much accepted literature results of this study offer little conclusive evidence that a particular personality type will instigate a
weight loss program or, that they will be more, or less successful in their weight loss goals. Respondents however conclusively indicated (>94
%) a tendency to fail to maintain their goal weight once achieved, eventually resulting in repeated weight loss efforts. Results also indicate
respondents prefer to ‘go it alone’ as opposed to the many available commercial programs, with varying success. This presents significant
challenges for marketers. Understanding the contributing factors for consumer purchasing decisions for these products and services will
provide an edge to marketers when presenting their products to the market and will likely result in increased market share and brand loyalty.
A comparison of results from this study was made with findings from a variety of industry and academic literatures and, whilst the limited
sample size prevented any conclusive opinions to be drawn, indicative results supported some views cited in available literature. The results
also revealed themes from which some assumptions could be drawn, providing a foundation for future research in the role personality and
motivation plays in consumer behaviour towards weight loss products and services.
The purpose of this work is to enrich the body of knowledge relating to consumer purchase behaviour for weight management products and
services as well as examining the relationship between psychological factors and purchase decisions.
1. Introduction
We live in a society obsessed with physical attractiveness and
beauty. A ‘thinness culture’ has developed, fuelled by the media
promoting images increasingly ‘favouring slim and fit physiques’
(Chang & Christakis, 2003). It is believed that Western cultural
ideals and media pressures place excessive pressure on women to
be thin, and that women are far more likely than men to be
dissatisfied with their body image and size (Chang & Christakis,
2003 and Crawford & Campbell, 1999).
This highly pursued cultural ideal is paradoxical with the epidemic
levels of obese and overweight individuals in our society. In 2004-
05, Australia had some 7.4 million of the nations adults
categorised as overweight or obese, representing in excess of half
(54%) of the adult population. Of these, 45% were women. This
represents an increase of 2.8 million people, or some 16%, over
the figures previous recorded in 1989-90 (ABS, 2008).
Excess weight and obesity has far-reaching effects. Considered an
‘epidemic’, obesity has been recognised in the medical fraternity as
a disease (Salant & Santry, 2006). Numerous reports have
emerged linking excessive weight to an increased risk to a myriad
of health problems. (ABS, 2008; Chang & Christakis, 2003; Lang &
Froelicher, 2006; Winett et. al, 2005; WHO, 1998).
Given the extent of the obesity crisis and the associated health
issues, there is little wonder that obesity places a substantial
burden on our economy (Kortt, Langley & Cox, 1998). It is
estimated that obesity and related diseases are costing
approximately $830 million annually and placing significant stress
on the Australian Healthcare System (Thorburn, 2005).
The construction of one’s body image is multidimensional
according to Thompson & van den Berg, (2002) with ‘attitudinal,
perceptual and behavioural’ characteristics (Verplanken &
Velsvick,2008 in press). McCabe and Ricciardelli (2006) describe
these behavioural characteristics as ‘actions towards improving
one’s appearance’, such as consuming food replacements or
supplements as a way to lose weight.
Society’s focus on body image and the increasing pressure on
health services have lead to an explosion in weight management
products and services. A lucrative market has emerged, and ready
to cash in are the weight loss, diet-food, fitness, and cosmetic
surgery industries (Hesse-Biber et al., 2006). Seidell (2006)
estimated the weight management/control market to be in the
vicinity of some $30 billion per annum in the USA alone. In 2002
an estimated US$100 billion was spent in the USA on health-care in
the treatment of obesity-related diseases (Ribisl, 2002).
Given the growing obesity epidemic and the extraordinary numbers
turning to weight management, significant opportunity exists for
marketers. To be successful, marketers need to know what makes
women want to lose weight, what they are attracted to in a
program, as well as what they dislike about programs. Given the
difficulty facing many women with weight loss and failures regularly
experienced, marketers need to carefully tailor their strategies to
portray weight loss as attainable and sustainable. An
understanding of characteristics seen as favourable in preferred
programs can provide marketers with the edge to present their
product to the market so that it is positively received.
To understand the influences of personality and motivation on
women’s choice of weight loss programs, and in an attempt to
identify associated positive characteristics, the author undertook
rudimentary-level research and a review of related literature.

2. Method
2.1 Study Design
This was a descriptive study of a small group of Queensland-based
adult females and their experiences with weight loss programs.
The study was designed to explore the participants’ history with
weight loss and identify motivators for initiating a weight loss
program. Further the study aimed to determine if participants
housed preferences for a particular program and which program
characteristics were favoured or alternatively, labelled deterrents.
This study was further designed to identify participants personality
types – based on the ‘Big Five Inventory’ developed by Oliver John
at UC Berkeley – with an aim of confirming or refuting existing
literature focused on the existence of correlations between
personality type and program preference and/or weight loss
success. Using the results of this small study, the author intended
to draw conclusions regarding personality types and motivators
that marketers might use in the development of marketing
strategies for weight loss programs.
2.2 Sample & Eligibility Criteria
A total of 46 of female adult family, friends and work colleges of
the author from across Queensland were selected for the study.
Individuals were deemed eligible if they were aged over 18 years
and willing to participate by completing the questionnaire and
online personality test. The minimum age range was selected to
ensure an adult sample, however an outer range was not
stipulated to ensure a broad range of respondents for the study.
Exclusion criteria included individuals of male gender, children and
those women known to the author to be underweight and/or not
requiring the services of a weight loss program.
2.3 Recruitment
A search of the author’s contacts list yielded 46 individuals who
met the criteria. An email explaining the study, along with the
Weight Loss Questionnaire and a link to the online ‘Big-5
Personality Test’ was sent to participations. Participants were
asked to assist in the study by completing the questionnaire and
online test and returning their results to the author. The contact
details of the author were included, should participants have
questions regarding the study. Confidentiality was guaranteed and
no information identifying participants was printed on the
questionnaire. Should an individual not respond to the invitation
to participate, no further contact was attempted. Completed
questionnaires and personality tests from 34 participants were
received and analysed to form the basis of the study and the
comparison to results found in existing literature. This represents
a participation rate of 74% of those invited to participate.
2.4 Measures
All measures were emailed to participants and were self-
administered. A Weight Loss Questionnaire was developed by the
author to measure a number of key areas as well as capture
general tendencies and views on the following:
- Goal orientation - Level of achievement of goal weight
when undertaking a weight loss program;
- Level of success in maintaining weight following a
weight loss program;
- Motivators for commencing a weight loss program;
- Identification of preferred weight loss programs and
perceived favourable characteristics;
- Identification of least-preferred weight loss programs
and perceived negative characteristics;
- Identification with celebrities and ‘ordinary’ people in the
endorsement of products/services; and
- Propensity to use media outlets such as television and
magazines for health/dietary advice and/or programs.
Participant’s responses to open-ended questions and their 5 and
10-point Likert scale ratings were tabulated and reviewed by the
author.
The second measure issued was Robins et al.’s ‘Big-5 Personality
Test’ which was based on the ‘Big Five Inventory’ developed by UC
Berkeley’s Oliver John. This test measures what many
psychologists consider to be the five fundamental dimensions of
personality, those being Open-mindedness, Conscientiousness,
Extroversion, Agreeableness, and Neuroticism.
The key areas reviewed through this study and subsequent literature
review were primarily, consumer personality and motivation with some
focus on the importance of self-image as a motivator for considering
weight loss services. In addition, another focal point of the study was
consumer relation to endorsements of products and services through
advertising.
3. Hypotheses
3.1 Personality: An Indicator For Weight Loss/Maintenance
Success
Successful weight loss takes desire, dedication and determination –
desire to want to undertake a program, dedication to complete it and
determination not to stray from the program - even when faced with a
plate of Tim Tams, your favourite pasta or a night on the town with
the girls!
Weight loss is generally considered a difficult undertaking, with high
failure rates (Burke et al., 2008; Byrne, Cooper & Fairburn, 2004).
Some academics and practitioners believe however, that some are
more likely than others to succeed at weight loss (Williams et al.,
1996; Butler & Mellor, 2006; Byrne, 2002). What is it about certain
individuals that may make them successful where others have failed?
It has been posited that an individual’s personality plays an important
role (Courneya & Hellsten, 1998). In order to succeed at weight loss
one needs motivation (Schultheiss et al., 2008 in press), diligence
(Bogg et al., 2008), will-power (Cleanthous et al., 2007) and the
personality to set and achieve goals (Wang & Erdheim, 2007). In fact,
results from previous research indicate extroversion and
conscientiousness as positive indicators of exercise, diet and health-
related behaviours (Bogg & Roberts, 2004; Courneya & Hellsten,
1998). Bogg et al. (2008) posit that extroversion has a positive
correlation to exercise because of the need for arousal, satisfied by
the increased activity found in exercise. Results from Egan &
Stelmack’s (2003) study into the personality profile of athletes – in
particular climbers of Mount Everest – support the notion of exercise
providing an avenue for arousal satisfaction. Climbers in their study
produced ‘elevated scores for extraversion and lower scores on
neuroticism scales than in normative samples’. Ingledew, Markland &
Sheppard (2004) on the other hand cite ‘relatedness satisfaction’ to
this tendency for extroverts and for conscientious individuals,
‘satisfaction of their need for competence, with greater wherewithal
towards behavioural regulation’. Based on previous findings, I
hypothesize:
Hypothesis # 1: There is a positive correlation between high
extroversion taxonomy and achievement of goal weight.
conscientious taxonomy and achievement of goal weight.
3.2 Motivation, Goal Orientation & Personality
Successful weight loss relies upon the setting and achievement of
weight loss goals (Butler & Mellor, 2006). In order to succeed at
weight loss, ‘motivation needs to develop from internal origins’
(Kincey, 1981). Courneya & Hellsten (1998) suggest extraversion and
conscientiousness are the best ‘Big-5’ indicators of exercise and
weight loss. One possible explanation for these findings is the
correlation between these traits and goal setting. Extraverts have a
tendency to ‘set high performance goals and attain them’ (Elliot &
Thrash, 2002). Stotland & Zuroff (1991) posit that self-efficacy - or
one’s ability to act to achieve an outcome – is a key factor in
successful weight management. Essentially, it is an ability to adhere
to a program and persevere with behaviours to achieve weight loss
goals.
This theory was corroborated by Kitsantas (2002) who found
‘maintainers’ of weight loss reported higher self-efficacy rates than
‘regainers’. Success was attributed to goal setting, progress
monitoring and evaluation, time management and

information/support seeking strategies. Whilst there is support
for these ‘positive influencers’ for weight loss, there is also a
general belief that neuroticism negatively relates to diet and
exercise behaviour (Courneya & Hellsten, 1998). Elliot & Thrash
(2002) describe neurotics as having an ‘approach to avoid’ as a
coping response and that they may feel ‘nervous towards the
task’. Neurotics by nature, are ‘anxious and question their own
ideas and behaviours’ (Digman, 1990).
Davis, Fox, Brewer & Ratunsy (1995) studied the associations of
neuroticism, extraversion, and psychoticism with ‘exercise
motivators (weight control, sexual attractiveness, general
appearance, fitness/health, mood improvement, and
enjoyment)’. Physical appearance is an important aspect of
one’s self-image (Verplanken & Velsvik, 2008). This is strongly
reinforced across multiple aspects of our society. A culture has
developed where the ideal female body image is one where,
‘thinness is a sign of success, health and being in charge of your
life’. (Verplanken & Velsvik, 2008). This ideal is reinforced by
the media whose messages suggest ‘only the beautiful, and the
thin are valued and loved’. (Hesse-Biber, Leavy, Quinn, Zoino,
2006). Hesse-Biber (1996) proposes this cultural ideal of
thinness is also ‘reiterated by the family, peer group, school and
workplace’. Individuals who do not meet the criteria of the
‘appearance culture’ ideal can experience body image
dissatisfaction, which can lead to low self-esteem (Tiggemann,
2005) and potentially a range of eating disorders. Body image
distress has also been reported to lead to increased eating
(Schwartz & Brownell, 2004).
It has been suggested that the pursuit of weight loss and a
healthy lifestyle is undertaken ‘for the sake of beauty, as
opposed to improved health’ (Hesse-Biber, Leavy, Quinn, Zoino,
2006). Evidence of this opinion has been found.
‘Attractiveness, self-confidence, and interpersonal relationships’
are the ‘primary goals’ people typically cite when commencing
weight loss programs according to Cooper and Fairburn (2002).
However this phenomenon seems more prevalent in women.
‘Muscle tone and increased energy’ were stated by men as the
key motivating factors behind participation in exercise, whereas
women described ‘weight control and feeling good’ as their key
drivers. (Kratrzman & Stamford, 2002). Women scrutinise their
bodies, weight and eating habits, focussing on their physical self
image (Hesse-Biber, Leavy, Quinn, Zoino, 2006). It follows that
positive physical appearance is a key motivation for many
women in their pursuit of a healthier lifestyle.
Most available literature on obesity, weight management and
related health issues assumes there is a desire to lose weight,
focussing on reasons why so many are unsuccessful. However
the ABS (2008) reports an increasing likelihood that the
overweight and obese ‘see themselves as having an acceptable
weight’, reporting a startling 44% representation in the 2004-05
reporting period. What makes overweight and obese individuals
in our society believe that their weight is acceptable (Anderson
et al., 2002), given the numerous reports that excess weight
contributes to a ‘higher propensity to a range of health
problems?’ (ABS, 2008; Chang & Christakis, 2003; Lang &
Froelicher, 2006; Winett et. al, 2005; WHO, 1998). Whilst this
question is not answered in the current study, marketers should
be aware that a portion of the population who, from a health
perspective should undertake weight loss behaviours, are
unlikely or unwillingly to do so. This may or may not be
attributed to high neuroticism tendencies. Another possible
explanation of these individual’s ‘acceptance’ of their obesity
may be cultural influence, (Rguibi & Belahsen, 2006) where a
larger size is associated with health and prosperity. An
alternate explanation may be a psychological response to mask
body image distress (Schwartz & Brownell, 2004) or feeling of
inability to lose weight due to previous failed attempts (Van den
Berg & Neumark-Sztainer, 2007). It is therefore posited that:
Hypothesis # 3: High neuroticism ratings correlate towards
failed weight loss efforts.
Hypothesis # 4: Individuals are likely to undertake multiple
attempts at weight loss due to an inability to achieve or
maintain weight management goals.
Hypothesis # 5: The key motivator behind women’s attempts to
lose weight is self-image.
Hypothesis # 6: Individuals, for whom self-image is important,
will display behaviours that positively reinforce their self-image
(such as weight loss and exercise), giving greater importance to
products/services which help achieve this, thus reinforcing their
self-concept and self-esteem.
3.3 Barriers To Weight Management
Given the high relapse rates in weight management efforts
(Jeffery et al., 2000), one might naturally assume the existence
of a great number of barriers that ‘derail’ endeavours. Some cite
‘difficulties in resisting emotional and social eating cues’ as
inhibitors (Karlsson et al., 1994). Cleanthous et al.’s (2007)
found consistencies with participants listing emotionally related
life events, for which they ‘turn to food to moderate’ (Byrne,
2002).
Negative messages regarding excess weight and body image are
unyielding in our society, reflecting a strong ‘anti-fat’ prejudice
which is evident in everyday discourse through the media,
schools and business. (Schwartz & Brownell, 2004). Perhaps
because of this prejudice, overweight and obese individuals are
thought to be ‘weak-willed, lazy, sloppy, incompetent,
emotionally unstable, and even defective as people’ Puhl et al.
(2004). These perceptions can have differing influences on
individuals’ desire to undertake a weight loss program and their
ultimate behaviour. A positive influence may see the individual
initiate a weight loss program or exercise regime to improve
health and body-image. Alternatively, if viewed negatively, this
perception may result in the belief that weight loss won’t work,
so why try, or, to see their size as satisfactory as previously
discussed. Schwartz & Brownell (2004) argue that body image
distress is likely to ‘form barriers to emotion regulation’ that can
lead to increased eating. An increase in food intake was cited as
a popular response to ‘a variety of negative emotions such as
anxiety, depression and anger’ in obese women (Steptoe et al.,
1998), however overeating as a response to negative emotions
was also reported by women within the healthy weight range.
A weight loss goal, as with any other, must be of ‘central
importance for it to be achieved’ (Brink & Ferguson, 1998). Lack
of motivation has been identified as a barrier to adopting
behavioural changes necessary to succeed in weight loss (DePue
et al., 1995; Deci & Ryan, 1985). So too has lack of will-power
and self-discipline (Cleanthous et al., 2007). This lack of will-
power is often experienced in social environments (Cleanthous et
al., 2007). The presence of others ‘dramatically increases a
person’s vulnerability to increased food intake’ according to Patel
and Schlundt (2001). Long et al (1996) identified the work
environment as a major barrier, their study’s participants citing
‘long workdays, sedentary jobs, high-fat business lunches, and a
lack of worksite exercise facilities’ as contributors. This leads the
author to hypothesize that:
Hypothesis # 7: Lifestyle the greatest barrier to weight
loss/maintenance success.
Hypothesis # 8: There is a positive correlation between
extroversion taxonomy and lifestyle as a barrier to weight loss
success.
4. Discussion of Results
4.1 Personality & Weight Loss
extroversion taxonomy and achievement of goal weight.

conscientious taxonomy and achievement of goal weight.
Each of the study participants completed an online ‘The Big-5
Personality Test’ to determine ratings against the Big-5
characteristics. Whilst a number of general patterns have
emerged, it is difficult to draw any definitive conclusions based
on this limited study group. The respondent group commonly
presented higher levels of conscientiousness with an average
rating of 71 and only a single respondent rating below 20.
Generally there was a low level of neuroticism amongst the
respondents with again, only a single respondent scoring above
88 and a group average rating of 33. A summary of ‘The Big-5
Personality Test’ results follow in Figure 4.1.
Kirkcaldy & Furnham (1991) found extraversion to be the most
powerful indicator of recreational preference, with participants
categorised as ‘exercisers’ returning high extroversion ratings.
Ingledew, Markland & Sheppard (2004) learned extroverts were
more likely to be ‘regulated by the perceived worth and pleasure
associated with exercise’. Additionally, neurotic individuals were
more likely to be ‘regulated by internalised pressures’
(Ingledew, Markland & Sheppard, 2004) and less likely to be
successful.
In the current study, a general trend appeared with dispersion
data for extroversion and agreeableness. A correlation between
failure to achieve goal weight and failure to maintain was
apparent, although no conclusive evidence can be gleaned
regarding high or low propensity for weight loss success, or
failure, based on the levels of these traits.
The findings from this study did not provide evidence that
extroverted or conscientious individuals were more successful at
weight loss than the norm, nor those who rated higher across
other traits. In contrast to this hypothesis, results indicate
individuals reporting the most success - through lowest failure
rates - showed higher levels of ‘openness’ – a result supported
by Barrick & Mount (1991) and Zweig & Webster (2004) in their
respective studies. Goldberg & Strycker (2002) also found
‘conscientiousness and openness to experience, the most
predictive of healthy eating habits’.
It is difficult to draw a correlation between these result sets and
the current study given that exercise was not specifically
investigated in this study. However higher scoring extroverts, in
comparison to lower extroversion rated respondents, showed a
higher tendency to fail to achieve and maintain goal weight.
These results indicate hypotheses #’s 1 and 2 are generally
disproved.
Hypothesis # 3: High neuroticism ratings correlate towards
failed weight loss efforts.
Statistical results do not support this hypothesis. An exception to
this is Respondent 28, who, rating low extroversion and high
neuroticism, indicated a very high failure level towards
maintaining weight. Whether this tendency is as a result of
introversion and high neuroticism, or some other factor is open to
speculation. Perhaps this respondent is not open to situations
that involve actively pursuing goals. Alternatively, lacking belief
in oneself or an inability to manage stress, leading to binge
eating may be the reason for this tendency – it is difficult to
determine from the available data.
A distribution based on the neuroticism trait shows an increased
association with celebrity endorsement than any other trait;
however results may be skewed by a single very high neuroticism
rating. Findings when related to failure to maintain somewhat
support hypothesis # 3, although caution is advised given the
limited nature of this study.
Figure 4.2 Results of Weight Loss Questionnaire Based
on Big-5 Personality Trait
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Goal Weight
Not Attained
Failure to
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People
Advice from
TV/Magazines
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Ratings Based on Big-5
Openness Characteristic
1%-20% 21%-40% 41%-60% 61%-80% 81%-100%
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Advice from
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Conscientiousness Characteristic
1%-20% 21%-40% 41%-60% 61%-80% 81%-100%
Figure 4.1 Big 5 Personality Test Results
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Big 5 Personality Test Results
Openness Conscientiousness Extraversion Agreeableness Neuroticism

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Goal Weight
Not Attained
Failure to
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Relates to
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People
Advice from
TV/Magazines
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Extraversion Characteristic
1%-20% 21%-40% 41%-60% 61%-80% 81%-100%
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1%-20% 21%-40% 41%-60% 61%-80% 81%-100%
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Neuroticism Characteristic
1%-20% 21%-40% 41%-60% 61%-80% 81%-100%
To determine exposure to weight loss programs and
perceived success, the following questions were asked:
1. Have you ever undertaken a diet or weight
loss program?
2. How often have you started a diet/program
and not completed it?
3. How often after reaching your goal weight
have you put weight back on?
Of the 34 respondents, 29 - representing 85% of
participants - had undertaken a diet or weight loss
program. The 5 respondents who indicated they had
not undertaken a formal weight loss program,
indicated that they either made no attempt to manage
their weight, or followed their own program, ‘eating
healthy foods and exercising’ to maintain their weight.
Of those who had undertaken a formal weight loss
program, there were varying results indicating
achievement of a designated goal weight. A common
theme was the failure to maintain the weight loss, with
an average failure rate of 70%. These results are
outlined below in table 4.3.
These results are consistent with results available in
much academic literature. Chatzky (2002) estimated
fifty million Americans were on some sort of diet,
following the results of an American Calorie Control
Council National Consumer Survey in 1998 which
stated around 54 million Americans were dieting.
Results of a recent study (Burke et al.) published in
2008 found that, of the 110 participants trying to lose
weight, a staggering 96.3% had made multiple
attempts at weight loss, with a median of 10 attempts
each. Another study by Byrne, Cooper & Fairburn
(2004) cited approximately 85% of obesity post-
treatment patients ‘returned to, or even exceeded,
their pre-treatment weight’.
The results of this study and the several examples of
related literature would suggest that Hypothesis # 3 is
confirmed as positive - individuals are indeed more
likely to undertake multiple attempts at weight loss due
to an inability to achieve or maintain goal weight.
4.3 Weight Loss Motivators & Barriers
Hypothesis # 5: The key motivator behind women’s
attempts to lose weight is self-image.
Self-Image (29%) and special occasions (24%) were
rated the primary reasons for initiating a weight loss
program among respondents – see Figure 4.4. There
is a strong correlation between these two categories
and the ‘pre-baby weight’ and ‘clothes don’t fit’
categories, in their relation to physical appearance.
Collectively, these categories represent a 65%
preference for image/physical appearance as being the
key motivator for instigating a weight loss program,
favouring hypothesis # 5 as proven – self-image is a
motivator towards women’s attempts to lose weight.
4.2 Weight Loss Success
Hypothesis # 4: Individuals are likely to undertake multiple attempts at
weight loss due to an inability to achieve or maintain weight
management goals.

Figure 4.3 Weight Loss Efforts - Respondents Self-Assessment Results
Weight Loss Efforts Self Assessment
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34
Respondents
FailureRates
Failure to Reach Initial Goal Weight Failure to Maintain Weight
Figure 4.4 Top 10 Reasons Driving The Initiation of a
Weight Loss Program
Hypothesis # 8: There is a positive correlation between
extroversion taxonomy and lifestyle as a barrier to weight loss
success.
A recent study (Krystallis, Maglaras & Mamalis, 2007) found
psychological consequences such as eating enjoyment and feeling
good were the significant motivators of consumers in the
purchase of functional foods. Respondents in this study clearly
indicated a lack of will-power and lifestyle as the key barriers to
weight loss/maintenance success. Figure 4.6 presents the top-10
barriers to weight loss success identified by respondents. Relapse
and weight regain has been attributed to the individual’s failure to
‘adhere to the weight-control behaviours’ they had adopted in
order to lose the weight (Byrne, 2002). Results of this study
clearly provide support for this position.
24%
29%
9%
8%
5%
16% 6% 0%0%
3%
Special Occasion
Self Image
Sports Perform
Pre-Baby Weight
Medical Condition
Keep Up With Kids
Fitness
Clothes Don’t Fit
General Health
Other
Hypothesis # 6: Individuals, for whom self-image is important,
will display behaviours that positively reinforce their self-image
(such as weight loss and exercise), giving greater importance to
products/services which help achieve this, thus reinforcing their
self-concept and self-esteem.
Colvin & Olson (1983), identified 3 characteristics common
among women who successfully maintained weight loss, those
being ‘high satisfaction with present weight; increased concern
with, and attention towards weight, shape and appearance; and
finally, felling more confident, self-assured and more capable of
taking control of their lives’.
Although results on a purely base-statistical level do not support
hypothesis # 6, results for Respondent # 2 – a very high
extrovert – supports this hypothesis. Displaying a lower failure
rate for goal weight attainment, image was identified as a key
motivator. Comments from this respondent suggest an active
lifestyle is pursued in order to look and feel good…
Response to motivator question: Self Image – ‘I
LOVE being tiny’
Weight loss ‘Secrets’ – ‘Keep moving, take the stairs,
park further from the shops, walk/run/ride to work
etc.
The current study did not specifically investigate exercise
behaviours, however an assumption could be made that those
who identify general health (16%), sports performance (8%)
and fitness (6%) as motivators, are likely to participate in
activities that contribute to the success of these. Assuming this
to be true, there is evidence supporting hypothesis # 6, with
most respondents for whom appearance is important – self-
image & special occasions identified as motivators – also rating
the exercise and health related motivators, as can be seen in
Figure 4.5.
Hypothesis # 7: Lifestyle the greatest barrier to weight
loss/maintenance success.
Figure 4.6 Top 10 Barriers to Weight Loss Success
22%
4%
4%
6%
2%11%
1%
13% 5%
32%
No Willpower
Too Many Rules
Lifestyle
Cost
No Time
Not Flexible
Health Problems
Hate Exercise
Family Impact
Other
Although these results fail to support hypothesis # 6 statistically,
they support hypotheses #’s 7 and 8. Respondent comments
drew a correlation between lack of will-power and lifestyle,
reporting lack of will-power in highly social lifestyles as an
inhibiter. These results offer little to contradict previous findings
(Patel & Schlundt, 2001; Schlundt et al., 1988) that, ‘in the
presence of others, food consumption increases’, particularly in
social context. A number of the respondent’s indicated parties
and socialising affecting their weight loss efforts. Another
respondent highlighted her working environment as a barrier,
stating…
‘Also, work is a killer! Long days (12+ hours),
excessive travel, working lunches, birthday cakes
almost every week, sitting on my bum all day and
the social network you develop means you go out
more! Perhaps I should give up work?’
Given the statistical data and supporting comments, hypotheses
#’s 7 and 8 are proven.

Figure 4.5 Correlation Between Appearance & Health/Exercise Motivators
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33
Respondents
Special Occasion Self Image Sports Performance Fitness General Health
4.4 Challenges for Marketers
Marketers who understand the drivers for consumers’ purchasing
behaviour can capitalise - positioning, promoting and packaging
their products to maximum advantage. Research into consumer
behaviour and weight management draws numerous parallels to
participation, consumers’ purchasing behaviour and personality
(Zhang & Zhang, 2007; Kirkcaldy & Furnham, 2002; Egan &
Stelmack, 2003; Ingledew, Markland & Sheppard, 2004; Bogg,
Voss, Wood & Roberts, 2008; & Wang & Erdheim, 2007).
Although literature abounds, the information is not always
consistent or conclusive (Vollrath & Torgersen, 2002). This
presents challenges for marketers relying on this information to
predict consumer purchasing behaviour to develop marketing
strategies. The challenge for practitioners is determining ‘how to
use psychographic data to model consumer purchase decision-
making’ (Zhang & Zhang, 2007). Weaver’s (1991) study found
correlations between dominant personality characteristics and
their media content preferences, reinforcing the usefulness of this
information if correctly interpreted and developed into marketing
strategies.
Individual preferences towards products and subsequent
purchase decisions are influenced by a myriad of factors. Internal
factors such as personality, motivation and previous experience,
as well as external factors such as influence of reference groups
can effect the decision to buy, or not. It is believed that ‘people
are motivated to create a favourable and consistent self-identity’
and that people use products and brands to create these Escalas
& Bettman (2003).
Given the difficulty facing many women in their weight loss
efforts and previous failed experiences, marketers need to
carefully tailor their promotions to portray weight loss as
attainable and sustainable. An understanding of program
preference and the favourable characteristics associated with
these programs can provide marketers with the edge to present a
product to the market that is favourably received.
Information gathered through studies such as this, can be used
as a basis for strategy development. Respondents in this study
nominated their most and least preferred weight loss programs
as well as the characteristics that they favoured or disliked
relative to the programs. Figures 4.7 and 4.8 provide the results
of the preferred and least-preferred programs. Following their
‘own program’ and the Tony Ferguson programs were the highest
raters for preferred programs, whereas, Weight Watchers and
Jenny Craig, the least preferred. Strangely, the programs
identified as ‘least preferred’ provide a high level of support and,
when followed, get results. These are two of the characteristics
that respondents indicated present in their ‘preferred’ programs –
see Figure 4.9 and 4.10. This seems somewhat a contradiction.
These results mirror those of Burke, Steenkiste & Styn (2008)
who found people tried to lose weight on their own even
though many identified support and supervision as ‘satisfying
features of weight loss programs’. This contradictory behaviour
often results in failed weight loss efforts, leading to further
weight loss attempts – often unsupported.
There is a general tendency for dieters to be disciplined early,
later straying from the program or ceasing efforts altogether,
and leading to ‘weight-cycling’ (Cleanthous et al., 2007).
Results of this study offer little to contradict previous findings
relating to weight-cycling. This presents nightmares for
marketers as individuals who fall victim to weight-cycling often
try a different program from the previous weight-loss program
(Burke, Steenkiste & Styn, 2008), even if the reason for weight
regain is not related to the program itself, but more likely
behavioural factors.
Results produced 8 dominant favourable characteristics
associated with preferred weight loss programs – these are
outlined in Figure 4.9. Similarly, respondents identified 8
dominant characteristics in their least-preferred programs –
which are outlined in Figure 4.10.
Marketers can use this information to present the program in a
way that reinforces perceived positive characteristics of the
weight loss program. Equally, characteristics such as lengthy or
complicated food preparation should be avoided in advertising,
and ultimately, any further program and product development
should aim to remove this altogether.
Figure 4.9 Favoured Characteristics of Preferred Weight
Loss Programs
9%
20%
15%
12%
9%
9%
12%
14%
Support/Motivation Ease/Convenient - Lifestyle
Flexible Results
From Home/Online Cost
Variety/Taste of Food Education
In the identification of preferred program characteristics,
psychological motivators were identified by respondents who
identified tasteless and lack of variety in food choices and
programs with ‘too many rules’ as characteristics in their least
preferred programs - See Figure 4.10. These results provide
support for the theory that these types of psychological factors,
influence consumer purchase decisions. Given this, programs
and their associated product offerings need to be developed
with these factors in mind.

Figure 4.7 Preferred Weight Loss Programs Figure 4.10 Characteristics Associated with Least Preferred
Weight Loss Programs
13%
6%
3%
3%
6% 3% 3% 3%
28%
32%
Weight Watchers Jenny Craig Tony Ferguson
Betty Baxter's Gyms/Fitness Centres Sure Slim
Fit for Life The Natural Way Gloria Marshall
Own Program
10%
10%
10%
24%
13%
13%
10%
10%
Public Weigh-ins High Cost
Little Variety/Tasteless Food Time to Prepare/Weigh Food
Program Too Strict Not Sustainable
Not Long Term Solution Lack of Education
Successful product development, positioning and promotion can
increase the ‘take-up-rate’ and continuation of the program.
Programs tailored to individual’s needs and lifestyles will likely
increase weight loss success. An individual’s successful weight
loss not only increases their self-esteem, body-esteem and
improves health, but further provides the weight loss program
with a nil-cost endorsement and positive psychological benefit
associations towards the product for potential consumers within
the individual’s reference groups.
Figure 4.8 Least Preferred Weight Loss Programs
31%17%
7%
4% 4% 4% 4%
11%
7%
11%
Weight Watchers Jenny Craig
Tony Ferguson Gyms/Fitness Centres
Lite 'n Easy Herbal Life
Sure Slim Cabbage Soup Diet
Low Carb/Meal Replacement Own Program

Understanding personality and motivation driving consumer
behaviour will help marketers in their decisions surrounding
techniques for improving brand recognition and entering or
expanding across target markets. An example from the weight
loss industry is Tony Ferguson’s sponsorship of a long-standing
NRL team. In 2008, Tony Ferguson embarked on a sponsorship
deal with the Western-Sydney based Penrith Panthers Rugby
League Club. This move could be seen as positive for a number
of reasons.
Sponsorship can provide significant benefits if managed in the
right manner. Sponsorship can strengthen the relationships
between brand and consumers by ‘leveraging the social
identification’ that is built through the ‘spectatorship experience’
(Underwood, Bond & Baer, 2001). Berry (2000) supports this
view, positing ‘brand experience is becoming paramount’. Cliffe
& Motion (2005) suggest sponsorship provides opportunity by
‘linking the event experience to the brand’ through attendance of
sponsorship events.
Marketing of weight loss programs has traditionally targeted
females through the positioning and promotion of product.
However, with over 60% of Australian men classified as
overweight or obese (ABS, 2008), there is little wonder that Tony
Ferguson has chosen to promote their brand where massive
opportunity exists for exposure to a largely male dominated
target audience – an audience that has exceeded 1.1 million
spectators attending live NRL games since March 2008
(Australian Stadiums, 2008) and millions more watching each
week on television.
In addition to sponsorship providing brand exposure through
associated events, celebrity endorsements can reap benefits.
‘Celebrities’ give commodities personalities’ (Moeran, 2003), and
can enhance positive advertising ratings and product evaluations
(Silvera & Austad, 2004). However Van der Waldt, Schleritzko &
van Zyl (2007) warn marketers to be careful in their selection of
celebrities for brand or product endorsement. A view supported
by Till (1998) who recommends that marketers test the celebrity
and brand/product combinations to ‘ensure the impression and
image of the celebrity is positive for the target audience.’ Kirsty
Alley’s most public failure to maintain weight loss when holding
the position of ambassador for Jenny Craig, is by many, seen as a
failure or mismatch by Jenny Craig in their marketing strategy.
The importance for marketers to understand preferences towards
product and endorsee ‘fit’ is further evident from the results of
this study, with respondents relating more, or equally to’
‘ordinary people’ over celebrities in 100% of the cases. Figure
4.11 shows respondents’ results for relating to celebrities and
ordinary people, as well as tendency to source health and dietary
advice from magazines and television.
Understanding personality characteristics and their influence on
purchase decisions and other consumer behaviours can assist
marketers’ to develop marketing strategies that align to consumer
ideals.
They can create marketing strategies and plans that aim to
position and promote their programs so that they positively
reflect the target markets self-image. Areas such as
advertisement development, the decision to use celebrity
endorsements, to go after sponsorship deals or to consider co-
branding will likely produce more successful outcomes if how a
consumer’s personality and motivation influences their
purchasing behaviour is understood.
5. Study Strengths and Limitations
A significant limitation of this study is the limited size of the
group surveyed. Whilst results from this group provided
indicative trends, little conclusive evidence ensued. It is
recommended that a broader study be undertaken across a
larger sample size, thus combating and the lack of depth in
findings. Another limitation of this study may be the omission
of demographic information such as age, income, education
level, ethnicity, where people live and other socioeconomic
factors. A further limitation is that results are based solely on
self-assessments. Self reports are generally considered open to
compromise due to ‘introspective limitations and socially
desirable responding (Greenwald et al., 2002; Schwarz, 1999).
A strength of this study was the use of ‘The Big-5 Personality
Test’ for the assessment of personality tendencies. This test is
an industry-recognised indicator test that provides consistency
and structure to the study. Further, it provides the opportunity
for comparison of results with existing literature and future
studies. Another positive aspect of this study was the provision
of ‘comment’ boxes on the questionnaire. This allowed
respondents to put additional information related to the
questions asked. This information often provided a clearer
understanding of weight loss motivators and barriers.
However, this format did not allow for consistency in response
among respondents, which whilst providing additional
information, limited its use in the analysis due to the lack of
corresponding responses from other respondents.
6. Conclusion
In 2004-05, Australia had in excess of half of the adult
population categorised as overweight or obese. Excess weight
and obesity has far-reaching effects. Considered an ‘epidemic’,
obesity has been recognised in the medical fraternity as a
disease (Salant & Santry, 2006). Costing approximately $830
million annually and placing significant stress on the Australian
Healthcare System (Thorburn, 2005). We live in a ‘thinness
culture’ with much focus on body image. This contradiction
between the ‘thinness culture’ and the increasing pressure on
health services has lead to an explosion in weight management
products and services. A lucrative market has emerged with
the weight management/control market estimated to be in the
vicinity of some $30 billion per annum in the USA alone.
Figure 4.11 Respondent Results to Endorsement & Media Connection
0
1
2
3
4
5
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34
Celebrities Ordinary People Magazines & TV Diets

A lack of will-power and commitment to weight loss are the most
common reasons for failure. There is further evidence that
failure to achieve or maintain goal weight will result in the
participant looking for a different program for their next attempt.
Individuals often state, ‘that program didn’t work for me’ as
opposed to acknowledging a lack of motivation or commitment
that is often encountered. Weight loss program providers and
their marketers need to understand the propensity for this
behaviour and develop strategies, both within the development
of the program and their marketing efforts, to reduce this
predilection.
Whilst some trends did emerge from the current study, the
interpretations cannot be more than speculative, offering little to
contradict or reinforce previous findings. However the results do
warrant further consideration. Several themes were revealed
from which assumptions could be drawn, providing a foundation
for future research in the role personality and motivation plays in
consumer purchasing behaviour for weight loss products and
services. Whist some results in this study were inconclusive - in
particular some related to personality – it is perhaps best
summarised by the comments of one respondent:
‘I keep telling myself that my body has served me well,
ie: giving birth to 3 children, having a happy and
successful home life, giving comfort and friendship to
colleagues and friends and traipsing across the world.
Surely then this body of mine deserves nurturing as far
as healthy nourishment and exercise are concerned.
When I am in this mind frame I feel a lot better about
myself and do not feel the need to binge and eat junk
food. The problem with this is that I am sometimes
faced with situations where my self confidence is
challenged and my feelings of self worth are
diminished.”
This is the challenge that is faced by millions of individuals trying
to lose weight across the nation and around the world. This is
also the challenge that faces the developers of weight loss
programs and their marketing teams.
Acknowledgements
Thanks to family, friends and work colleges who completed the
questionnaires and personality tests to make the analysis
possible.
Thanks too, to Michael and the team from Mad Canoe Marketing
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