Embodied cognition and health persuasion: Facilitating intention–behavior consistency via motor manipulations

The present research examines health persuasion from an embodied cognition perspective by proposing that engaging the motor system during health persuasion will lead individuals to engage in healthier behavior and have greater consistency between their intentions and behavior. In two studies, participants watched a health video while either imaging themselves performing the behavior or imaging themselves performing the behavior while also engaging their motor systems with minimal, relevant behaviors. In Study 1, after watching a flossing video, females (but not males) flossed more times in the following week after touching a floss and in Study 2, all participants (males and females) exercised more in the week after watching an exercise video while walking in place. In both experiments, participants who engaged the motor system had stronger intention–behavior consistency than those who merely imagined themselves performing the health behavior. Implications of the findings are discussed for theories of embodied cognition, intention–behavior consistency, and health persuasion.