Abstract The conditions under which durable behavior changes can be induced by an approach that confronts subjects with preexisting inconsistencies between their salient, chronically held values and their logically related overt behaviors were tested. Sixty-two treatment subjects and 71 control subjects (American undergraduate students) completed a premeasurement questionnaire measuring their exercise hours, health value-salience, behavior-inconsistency, and satisfaction-level with their exercise hours. The treatment subjects were confronted with a persuasive message, and all subjects were postmeasured twice. The results indicated that the value-confrontation of subjects' preexisting value-behavior inconsistencies induced significant initial and enduring behavior changes to the extent that (a) the value confronted was salient in the subjects' value systems, (b) their current behavior was inconsistent with their ideal behavior, and (c) they were experiencing dissatisfaction with their behavior.
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