It’s time to come clean: Like my colleague, Carey, I too am an “Insanity” dropout.
Some people may say we’re weak or wimpy or quitters—in fact, many commenters declare just that—but a new study suggests that we fell into a very common marketing trap. We were bored by the same old exercises and hungry for something new—something intense. What we didn’t realize was that we might well be looking to intensity as a way to reassert control.
The new study, published in the Journal of Consumer Research, found that when a person’s sense of control is jeopardized, they are more likely to buy products that require hard work.
And man, are those workout programs hard. My first time trying Insanity—a high-intensity interval training program—I thought the 9-minute warmup was the actual workout. But Sean T, my glistening TV trainer, encouraged me to dig deeper. While simultaneously cursing his existence, I also managed to convince myself that somewhere deep, deep inside me I did have the strength to finish.
Turns out, my need to complete the workout every day for a month may have been about something more than just a boost to my usual fitness routine. According to the study, I may have been using ski jumps and burpees to regain some sense of control over my life.
From the press release:
“Intuitively, it would seem that feeling a loss of control might cause consumers to seek out a product that does NOT require them to exert very much effort. But we find that consumers actually look to products that require hard work to restore their belief that they can drive their own positive outcomes,” write authors Keisha M. Cutright (Wharton School of the University of Pennsylvania) and Adriana Samper (Arizona State University).
By looking across five smaller studies, the authors assessed how people’s feelings of control over health or fitness influenced their selection of products demanding either high or low effort. Those who felt a low sense of control were likelier to choose tougher programs and mantras. For instance, one study found that basketball players just defeated in a game were more likely to purchase shoes with the tagline, “Work harder, Jump higher.” Continue reading