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Although there have been advances in interventions to increase individuals' motivation to engage in health-related behaviors, gaps in knowledge exist. In particular, effective strategies to promote behavior change in individuals with little or no motivation to change are relatively scarce. Most social psychological Ponatinib cell line theories applied to health behavior change tend to assume a degree of motivation for change and have focused on attempts to promote action by converting motivation into action. Approaches such as goal-setting (Locke, 1996; Fenner et al., 2013), self-monitoring (Miller and Thayer, 1988), action planning (Schwarzer, 2014), and implementation intentions (Gollwitzer, 1999; Hagger and Luszczynska, 2014) focus on harnessing motivation and promoting action in those already likely to be motivated to change. As a consequence, such approaches are heavily dependent on individuals having some motivation to change even though they are not actually engaging in the behavior. These individuals are best characterized as ��inclined abstainers�� (Orbell and Sheeran, 1998) or ��unsuccessful intenders�� (Rhodes and de Bruijn, 2013). The approaches, however, do not focus on individuals with low or no motivation to change which account for a substantive proportion of the population. For example, less than 10% of smokers report wanting to quit (Wewers et al., 2003) and 60% of smokers do not make a quit attempt during any given year (Centers for Disease Control and Prevention, 2007). Similarly, up to 30% of individuals express no intention to exercise (Ronda et al., 2001; Rhodes and de Bruijn, 2013). It is clear, therefore, that a large number of individuals are not motivated to engage in health-promoting behaviors and tend to be those most at risk. In this article, we briefly review theoretical perspectives focusing on individuals who are not motivated to engage in health-promoting behaviors. We contend that although theories identify low motivation as a state, they do not provide complete explanations of, and underlying reasons for, the absence of motivation, nor do they suggest comprehensive strategies that may engage these hard-to-reach individuals. We offer some theory-derived suggestions on how to engage unmotivated individuals to increase their participation in health-promoting behaviors. Two prominent theoretical perspectives offer conceptualizations of ��unmotivated�� individuals: self-determination theory and the transtheoretical model. Self-determination theory (Deci and Ryan, 1985, 2000) distinguishes between different types of motivation or reasons underlying behavioral engagement (Chatzisarantis et al., 2007, 2008). According to the theory, the state in which an individual lacks intention to act is termed amotivation (Vallerand, 2001).