Investigating the effects of Online Public Commitment in influencing changes in energy balance-related behaviours: An exploratory sequential mixed methods approach

Omuso, B ORCID: 0000-0003-3346-5245 (2025) Investigating the effects of Online Public Commitment in influencing changes in energy balance-related behaviours: An exploratory sequential mixed methods approach. Doctoral thesis, Liverpool John Moores University.

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Abstract

Background and Aims: The prevention of overweight and obesity is one of today’s major public health challenges (Van Stralen et al., 2011). Tackling this issue requires individuals to form a behavioural intention (BI) to engage in physical activity and/or diet, commonly referred to as ‘energy balance-related behaviours’ (EBRBs) (Looney & Raynor, 2013; Wadden et al., 2012, 2020). Behavioural intentions are not only crucial for securing long-term goals (Baumeister & Bargh, 2014; Kuhl & Quirin, 2011), but are also seen as a key ingredient in various health and psychological behaviour models (Abraham & Sheeran, 2000; Armitage & Conner, 2004; Feil et al., 2023). Despite the utility of these models, the data suggests that many are not able to transform their BI into actual actions – now termed the intention-behaviour gap (Amireault et al., 2008; Faries, 2016; Feil et al., 2023). Numerous authors have suggested ways to deal with this gap.

One particularly important area of focus is a technique known as online public commitment (OPC), in which an individual is asked to make a commitment to perform a particular behaviour or achieve a particular outcome using computer mediated communication (CMC). The principle of OPC derives from commitment research which suggest that a key factor that determines the magnitude of commitment is the publicness with which the individual declares his/her commitment to a position (Cialdini et al., 1978, 1995; Kiesler, 1971). Computer mediated communication allows individuals ease of access, continuous availability, and anonymity (Bradford et al., 2017; Kozinets et al., 2010). Further, as individuals increasingly adopt CMC to conduct numerous aspects of their lives, they are likely to make public commitments to support goal pursuits in conjunction with or lieu of face-to-face alternatives. Thus, computer mediated communication environment has been shown to be an appropriate context in which making a public commitment towards EBRBs will result in behaviour change (Consolvo et al., 2006; Munson et al., 2015), however, there is lack of conceptual clarity which has impeded progress in OPC intervention research.

The main aim of this thesis was to gain a comprehensive understanding of OPC, in terms of its conceptual elements, the psychological mechanisms underlying its effect on behaviour change and the necessary conditions for making an effective and efficacious OPC.

Methods: To meet the research objectives, this thesis used an exploratory sequential mixed methods design, consisting of three phases of investigation. The first phase was a qualitative study, involving the use of semi-structured interviews to explore the opinions, perceptions and beliefs of those with previous experiences of making an OPC towards EBRBs. The second phase was a quantitative study which employed a randomised controlled trial to investigate the effects of OPC in influencing changes in PA-related goal attainment, level of PA, mental well-being and relative autonomy. The third and final phase was a follow-up qualitative study in which 15 participants of those who took part in the second study were purposively selected, in order to understand the factors that determine the efficacy of an OPC intervention targeting EBRBs. The findings from the three phases of investigation were integrated using the triangulation protocol to create cross-cutting meta-inferences.

Findings: Overall, the findings indicate that OPC is a multidimensional construct consisting of various dimensions that have not been acknowledged in existing literature. The findings show that the reasons why people adhere to their OPCs ¬¬– although is traditionally based on extrinsic or controlling forces ¬– can be integrated into one’s self-concept. Online public commitment, when used as a behaviour change technique, is a promising technique for addressing the intention-behaviour gap, which occurs when individuals fail to translate their intentions to engage in EBRBs into action. The importance of social support was also highlighted in the relationship between OPC and behaviour change. Social support from weak-ties support network can influence motivation towards gaol attainment. Recommendations are made to enhance the delivery of internet-delivered lifestyle modification programmes. Practitioners (e.g., dieticians, weight loss support groups and fitness coaches) who are concerned with creating a negative energy balance as a way of addressing the overweight and obesity problem are urged to incorporate OPC within their programmes to influence behaviour change.

Item Type:	Thesis (Doctoral)
Uncontrolled Keywords:	public commitment; online public commitment; behaviour change; behaviour change intervention; internet delivered behaviour change techniques; mixed methods
Subjects:	R Medicine > RC Internal medicine > RC1200 Sports Medicine
Divisions:	Sport and Exercise Sciences
Date of acceptance:	29 May 2025
Date of first compliant Open Access:	25 June 2025
Date Deposited:	25 Jun 2025 09:48
Last Modified:	03 Jul 2025 12:43
DOI or ID number:	10.24377/LJMU.t.00026537
Supervisors:	Thomas, L, Harris, J, Germain, J, McLean, R and Watson, P
URI:	https://researchonline.ljmu.ac.uk/id/eprint/26537

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