When Needs Don’t Translate into Wants: Choosing the Right Tone to Communicate About Healthy Behaviors

Although individuals should benefit from adhering to communication that promotes healthier behaviors, such communication often encounters mixed success. To understand this incongruity, we identify a misconception about the roles of two distinct drivers of health behavior: needs (which are more objective) and wants (which are more subjective). While needs generally translate into wants in ordinary consumption contexts, they sometimes clash with wants in the context of health behaviors. We propose that communicators' failure to anticipate this misalignment leads them to choose an inadequate communication tone (more or less assertive). Across three studies conducted in the field and online, adopting the perspectives of both communicators and receivers, we examine how the misalignment of needs and wants in health contexts affects the selection of communication tone and reactions to this communication. We find that communicators (and study participants taking the role of communicators) frequently select the tone (more or less assertive) of their communication based on the receivers' (objective)