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Slechte gewoontes zijn het hardnekkigst: Hoe negatief affect gedrag onbewust kan demotiveren in de aanwezigheid van behoeftes

Hillegers, Harm (2010) Slechte gewoontes zijn het hardnekkigst: Hoe negatief affect gedrag onbewust kan demotiveren in de aanwezigheid van behoeftes.

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Abstract:The study extends recent research on affective and deprivational processes influencing implicit motivation for behavior. The possibilities of subliminally co-activating a behaviors mental representation and negative affect in reducing the motivation for this behavior (drinking) are explored as well as its appliance in reducing motivation for unhealthy behavior (smoking). As expected, results show subliminally co-activating the mental representation of a behavior and negative affect nonconsciously reduces motivation even in the presence of existing implicit motivation for this behavior by deprivation. Results also show that when deprivation originates from addictive behavior (smoking), co-activating the mental representation of this behavior with negative affect fails to reduce motivation below baseline and the retention of this effect is less than four minutes. Implications of these findings on existing theories and future research are discussed.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/60503
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