The long-term continuation of physical and mental health behaviours (e.g. exercise, nutrition, and mindfulness) is a central goal in social marketing. However, it is common for individuals to perceive more costs than benefits to maintaining health behaviours (Lee & Kotler, 2016). This often results in behavioural relapses or abandonment (Prochaska & DiClemente, 1983). The creation of value for social marketing target audiences has been demonstrated to lead to positive outcomes such as satisfaction, and intentions to continue with the desired behaviour (Zainuddin et al., 2013). While there is an expanding body of value research in social marketing (e.g. Chell & Mortimer, 2014; Mulcahy et al., 2015; Zainuddin et al., 2013), much of this research has focussed on understanding value at a single time point, using cross-sectional research approaches. Value is a dynamic construct, influenced by temporal circumstances (Sánchez-Fernández & Iniesta-Bonillo, 2007), and would therefore benefit from longitudinal approaches. Previous studies have argued consumers' perceptions of value change at different stages of consumption processes (e.g. Russell-Bennett et al., 2009; Woodruff & Flint, 2001), yet there remains a lack of longitudinal empirical evidence for how value experiences evolve during the maintenance of health behaviours in social marketing. This represents a gap in knowledge as behaviour maintenance is a long-term, ongoing process (Prochaska & DiClemente, 1983). This gap leads to the research question for this study: RQ: How do value experiences evolve during health behaviour maintenance?