title: Perceived benefits and barriers of physical activity: A social marketing formative study.
abstract: The aim of this study was to gain formative research insights that can be used to design social marketing campaigns. One thousand four hundred fifty-nine people participated in an online survey. Factor analysis was undertaken to establish perceived benefits and barriers, and indexes were created for barriers, benefits, and healthy living knowledge. Four attitude groups were formed and analysis of variance was undertaken to explore group differences. Consumers with high perceived barriers report less physical activity than consumers with low perceived barriers to exercise. The current study provides evidence to suggest that exchange theory can offer important insights to inform social marketing intervention planning.
authors.affiliation: a Social Marketing @ Griffith , Griffith University , Nathan , Australia.
authors.forename: Sharyn
authors.initials: S
authors.lastname: Rundle-Thiele
authors.affiliation: a Social Marketing @ Griffith , Griffith University , Nathan , Australia.
authors.forename: Krzysztof
authors.initials: K
authors.lastname: Kubacki
authors.affiliation: a Social Marketing @ Griffith , Griffith University , Nathan , Australia.
authors.forename: Naomi
authors.initials: N
authors.lastname: Gruneklee
mesh_terms: D000293:Adolescent; D000328:Adult; D001294:Attitude to Health; D015444:Exercise / Q000523:psychology*; D015438:Health Behavior; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D020407:Internet; D008875:Middle Aged; D040241:Social Marketing; D011795:Surveys and Questionnaires
keywords: Adults; barriers; benefits; exchange; physical activity; social marketing