Rebranding exercise: closing the gap between values and behavior

Abstract

BackgroundBehavior can only be understood by identifying the goals to which it is attached. Superordinate-level goals are linked to individuals' values, and may offer insights into how to connect exercise with their core values and increase participation in sustainable ways.MethodsA random sample of healthy midlife women (aged 40-60y) was selected to participate in a year-long mixed-method study (n = 226). Superordinate goals were measured inductively and analyzed using grounded theory analysis. Attainment Value and Exercise Participation were quantitatively measured. An ANOVA and pairwise comparisons were conducted to investigate the differences between superordinate exercise goals in attainment value. This study fit a Linear Mixed Model to the data to investigate the fixed effects of superordinate goals on exercise participation, controlling for BMI and social support.ResultsParticipants mainly exercised to achieve Healthy-Aging, Quality-of-Life, Current-Health, and Appearance/Weight superordinate goals. Despite equally valuing Healthy-Aging, Quality-of-Life, and Current-Health goals, participants with Quality-of-Life goals reported participating in more exercise than those with Current-Health (p < 0.01), and Healthy-Aging (p = 0.06) goals.ConclusionsSuperordinate exercise goals related to health and healthy aging are associated with less exercise than those related to enhancing daily quality of life, despite being equally valued. While important, pursuing distant benefits from exercise such as health promotion, disease prevention, and longevity might not be as compelling to busy individuals compared to their other daily priorities and responsibilities. By shifting our paradigm from medicine to marketing, we can glean insights into how we can better market and "sell" exercise. Because immediate payoffs motivate behavior better than distant goals, a more effective "hook" for promoting sustainable participation might be to rebrand exercise as a primary way individuals can enhance the quality of their daily lives. These findings have important implications for how we as a culture, especially those in fitness-related businesses, health promotion, health care, and public health, prescribe and market exercise on individual and population levels.

Facilitating Participation in Health-Enhancing Physical Activity: A Qualitative Study of parkrun

“…These observations are compatible with previous research showing that the rewards of exercise that are most immediate (e.g. quality of life), may be more powerful in motivating exercise adherence than more distant benefits such as weight and health [29].…”

Should I exercise or sleep to feel better? A daily analysis with physically active working mothers

“…Indeed given findings from many international trials that physical activity is as effective as many drug interventions in yielding significant health benefits across multiple chronic diseases (Naci & Ioannidis, 2013) including depression (Wegner et al, 2014), physical activity needs to be regularly prescribed by health care providers for primary and secondary prevention and for overall wellness and kinesiologists can assist to ensure long term physical activity maintenance (Fr emont, Fortier, & Frankovich, 2014). Moreover and in line with a physical activity framing study (Segar, Eccles, & Richardson, 2011) physical activity should be marketed to working mothers as a way to optimize daily well-being.…”

Exercise Preferences and Perceived Benefits and Barriers of Physical Activity among US Veterans with PTSD

“…Self-determination theory [61] as applied to physical activity, states that goals that are externally motivated (e.g. exercising to improve physical appearance) are less likely to lead to sustained exercise compared to more internal, meaningful goals (e.g., exercising to improve mental and physical health) [62]. Physical activity interventions for veterans with PTSD should consider highlighting these more internal goals.…”