title: The moderating effect of motivation on health-related decision-making.
abstract: OBJECTIVE
  This study identifies how autonomous and controlled motivation moderates the cognitive process that drives the adoption of personalised nutrition services. The cognitive process comprises perceptions of privacy risk, personalisation benefit, and their determinants.
  
  
  METHODS
  Depending on their level of autonomous and controlled motivation, participants (N = 3453) were assigned to one of four motivational orientations, which resulted in a 2 (low/high autonomous motivation) × 2 (low/high controlled motivation) quasi-experimental design.
  
  
  RESULTS
  High levels of autonomous motivation strengthened the extent to which: (1) the benefits of engaging with a service determined the outcome of a risk-benefit trade-off; (2) the effectiveness of a service determined benefit perceptions. High levels of controlled motivation influenced the extent to which: (1) the risk of privacy loss determined the outcome of a risk-benefit trade-off; (2) controlling personal information after disclosure and perceiving the disclosed personal information as sensitive determined the risk of potential privacy loss.
  
  
  CONCLUSIONS
  To encourage the adoption of personalised dietary recommendations, for individuals with high levels of autonomous motivation emphasis should be on benefits and its determinants. For those with high levels of controlled motivation, it is important to focus on risk-related issues such as information sensitivity.
authors.affiliation: a Department of Social Sciences, Marketing and Consumer Behaviour Group , Wageningen University and Research Centre , Wageningen , The Netherlands.
authors.forename: Aleksandra
authors.initials: A
authors.lastname: Berezowska
authors.affiliation: a Department of Social Sciences, Marketing and Consumer Behaviour Group , Wageningen University and Research Centre , Wageningen , The Netherlands.
authors.forename: Arnout R H
authors.initials: AR
authors.lastname: Fischer
authors.affiliation: a Department of Social Sciences, Marketing and Consumer Behaviour Group , Wageningen University and Research Centre , Wageningen , The Netherlands.
authors.forename: Hans C M van
authors.initials: HC
authors.lastname: Trijp
mesh_terms: D000293:Adolescent; D000328:Adult; D000368:Aged; D003657:Decision Making; D004032:Diet / Q000523:psychology*; D005260:Female; D015438:Health Behavior; D006801:Humans; D008297:Male; D008875:Middle Aged; D009042:Motivation; D018570:Risk Assessment; D055815:Young Adult
keywords: adoption; autonomous motivation; controlled motivation; decision-making; personalised nutrition; risk-benefit trade-off