Ethics and virtual future self experience in health behavior change. A case study in the field of physical activity

Health risk communication research has shown the effectiveness of ultra-personalized fear appeals that use virtual future self projection technologies. However, the ethical acceptability of using these devices has not been examined. This paper develops a profile of the persuasive threat experience (antecedents, components of the experience, consequences), and associates it with several criteria of ethical acceptability. A qualitative study of young people analyzes the ethical acceptability of the “virtual future obese self” to promote physical activity. The results are compared for four respondents’ profiles based on the stage of engagement in behavioral change and the vulnerability perceived prior to the risk in question. Theoretical inputs and results can serve as a basis for new research in health marketing and contribute to good practices of using the virtual future self as a persuasive threat device.