Related Experiment Video
Updated: Mar 6, 2026

Studying Food Reward and Motivation in Humans
Published on: March 19, 2014
The moderating effect of motivation on health-related decision-making
Aleksandra Berezowska1, Arnout R H Fischer1, Hans C M van Trijp1
1a Department of Social Sciences, Marketing and Consumer Behaviour Group , Wageningen University and Research Centre , Wageningen , The Netherlands.
Objective:
This study identifies how autonomous and controlled motivation moderates the cognitive process that drives the adoption of personalised nutrition services. The cognitive process comprises perceptions of privacy risk, personalisation benefit, and their determinants.
Design:
Depending on their level of autonomous and controlled motivation, participants (N = 3453) were assigned to one of four motivational orientations, which resulted in a 2 (low/high autonomous motivation) × 2 (low/high controlled motivation) quasi-experimental design.
Results:
High levels of autonomous motivation strengthened the extent to which: (1) the benefits of engaging with a service determined the outcome of a risk-benefit trade-off; (2) the effectiveness of a service determined benefit perceptions. High levels of controlled motivation influenced the extent to which: (1) the risk of privacy loss determined the outcome of a risk-benefit trade-off; (2) controlling personal information after disclosure and perceiving the disclosed personal information as sensitive determined the risk of potential privacy loss.
Conclusion:
To encourage the adoption of personalised dietary recommendations, for individuals with high levels of autonomous motivation emphasis should be on benefits and its determinants. For those with high levels of controlled motivation, it is important to focus on risk-related issues such as information sensitivity.
More Related Videos
07:42An Automated T-maze Based Apparatus and Protocol for Analyzing Delay- and Effort-based Decision Making in Free Moving Rodents
Published on: August 2, 2018
08:01A Method for Manipulating Blood Glucose and Measuring Resulting Changes in Cognitive Accessibility of Target Stimuli
Published on: August 12, 2016
Related Concept Videos
Stress Prevention and Stress Management Techniques VI
Motivation and Self-Determination
Motivation, the driving force behind behavior, plays a pivotal role at every stage of the change process. The research...
Decision Making
Automatic decision-making is fast, intuitive, and relies on gut feelings...
Self-Regulation
Models of Health Promotion and Illness Prevention I
The health belief model (HBM) attempts to predict health-related behavior in specific belief patterns. According to the HBM, a person's...
Self-Discrepancy Theory
Motivational Bias