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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Insight: Fear of death is greatest motivator to exercise

Which messaging is most effective at inspiring people to get active and why? Researchers at the University of Waterloo in Canada set out to find out, as Tom Walker reports

Published in Health Club Management 2021 issue 10
People need help making the link between obesity and their own mortality / photo: HQuality/shutterstock
People need help making the link between obesity and their own mortality / photo: HQuality/shutterstock

Fitness apps that emphasise death-related messaging are more effective in getting people physically active, according to new research.

The finding comes from a study that looked at five types of messaging used to get people to exercise at home.

In order to uncover the effectiveness of the messaging, participants were asked to indicate how persuasive each was in terms of motivating them to work out. Researchers also examined the connection between the messaging and social-cognitive beliefs such as self-regulation (goal setting), self-efficacy and outcome expectation. They also investigated the role played by gender.

Results showed that apps and platforms which highlighted the dangers of inactivity to health – including early death – were much more effective motivators when compared to those that focused on social stigma, obesity, or financial cost.

Unexpected results
The results were unexpected, as previous studies on the effectiveness of messaging that aims to change human behaviour – especially on smoking cessation and risky sexual behaviour – actually found the opposite: that messages related to mortality could actually be a barrier to acknowledging health risks.

The study, authored by Kiemute Oyibo from the School of Public Health Sciences at University of Waterloo, Canada – found this to be entirely different for fitness.

“I didn’t expect only illness- and death-related messages to be so significant and motivational,” Oyibo said.

“And not only were illness- and death-related messages motivational, they also had a significant relationship with self-regulatory belief and outcome expectation, and there was also no significant difference between the sexes.”

Conceptual leap
Oyibo said he had expected obesity-related messages – such as “one-in-four Canadians has clinical obesity” – to be motivational and have a significant relationship with self-regulatory belief, given that obesity is one of the leading causes of mortality globally, but people studied were not able to make the conceptual leap between obesity being a cause of mortality and their own death and needed to have this pointed out to them in more direct terms.

“This study is important because it helps fitness professionals – and especially designers of health apps – understand the types of messages that individuals, regardless of gender, are likely to be motivated by in persuasive health communication and that are likely to influence individuals’ social-cognitive beliefs about exercise,” Oyibo said.

He said future studies should consider other demographic characteristics besides gender, such as age, culture, race and education, to uncover the role they play in persuasive health communication.

The study, called The Relationship between Perceived Health Message Motivation and Social Cognitive Beliefs in Persuasive Health Communication was published in the journal MDPI.

• To read the study in full, go to www.HCMmag.com/messagemotivation

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Researchers in Canada have found that fear of death is the greatest motivator to exercise
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features

Insight: Fear of death is greatest motivator to exercise

Which messaging is most effective at inspiring people to get active and why? Researchers at the University of Waterloo in Canada set out to find out, as Tom Walker reports

Published in Health Club Management 2021 issue 10
People need help making the link between obesity and their own mortality / photo: HQuality/shutterstock
People need help making the link between obesity and their own mortality / photo: HQuality/shutterstock

Fitness apps that emphasise death-related messaging are more effective in getting people physically active, according to new research.

The finding comes from a study that looked at five types of messaging used to get people to exercise at home.

In order to uncover the effectiveness of the messaging, participants were asked to indicate how persuasive each was in terms of motivating them to work out. Researchers also examined the connection between the messaging and social-cognitive beliefs such as self-regulation (goal setting), self-efficacy and outcome expectation. They also investigated the role played by gender.

Results showed that apps and platforms which highlighted the dangers of inactivity to health – including early death – were much more effective motivators when compared to those that focused on social stigma, obesity, or financial cost.

Unexpected results
The results were unexpected, as previous studies on the effectiveness of messaging that aims to change human behaviour – especially on smoking cessation and risky sexual behaviour – actually found the opposite: that messages related to mortality could actually be a barrier to acknowledging health risks.

The study, authored by Kiemute Oyibo from the School of Public Health Sciences at University of Waterloo, Canada – found this to be entirely different for fitness.

“I didn’t expect only illness- and death-related messages to be so significant and motivational,” Oyibo said.

“And not only were illness- and death-related messages motivational, they also had a significant relationship with self-regulatory belief and outcome expectation, and there was also no significant difference between the sexes.”

Conceptual leap
Oyibo said he had expected obesity-related messages – such as “one-in-four Canadians has clinical obesity” – to be motivational and have a significant relationship with self-regulatory belief, given that obesity is one of the leading causes of mortality globally, but people studied were not able to make the conceptual leap between obesity being a cause of mortality and their own death and needed to have this pointed out to them in more direct terms.

“This study is important because it helps fitness professionals – and especially designers of health apps – understand the types of messages that individuals, regardless of gender, are likely to be motivated by in persuasive health communication and that are likely to influence individuals’ social-cognitive beliefs about exercise,” Oyibo said.

He said future studies should consider other demographic characteristics besides gender, such as age, culture, race and education, to uncover the role they play in persuasive health communication.

The study, called The Relationship between Perceived Health Message Motivation and Social Cognitive Beliefs in Persuasive Health Communication was published in the journal MDPI.

• To read the study in full, go to www.HCMmag.com/messagemotivation

https://www.leisureopportunities.co.uk/images/2021/14205_883056.jpg
Researchers in Canada have found that fear of death is the greatest motivator to exercise
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Boxx has launched a new generation punch bag and smart punch trackers that work with ...
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The Women in Fitness Association (WIFA), is partnering with Sport Alliance to undertake a survey ...
Latest News
Location and cost are the top considerations for consumers when it comes to choosing a ...
Latest News
Increases in COVID-19 cases across Europe are forcing governments to introduce restrictions, which is having ...
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Exercise has been found to increase levels of endocannabinoids – cannabis-like substances produced by the ...
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People suffering from mild depression should be offered exercise, mindfulness, therapy or meditation before medication, ...
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FitnessOnDemand’s divisional vice president Uday Anumalachetty discusses what live fitness really means for clubs and their members today
Opinion: Why we need to reimagine what live fitness really means
Featured supplier news
Featured supplier news: Precor reaffirms itself in premium sector with introduction of two new cardio range colours
Fitness equipment manufacturer Precor has launched two sleek new colours for its cardio range; Black Pearl and Storm Grey.
Featured supplier news
Featured supplier news: 1Rebel enlists FunXtion to elevate its revolutionary, customer-driven RIG concept
A partnership with FunXtion and its MultiScreen Solution software has allowed 1Rebel to enhance its in-club experience to a much more connected and engaged level.
Featured operator news
Featured operator news: Everyone Active successfully reopens exercise referral scheme thanks to EXi partnership
Local authority leisure provider Everyone Active has reopened its essential exercise referral scheme, by joining forces with EXi, the NHS-approved exercise prescription app and data portal.
Featured operator news
Featured operator news: Sporting heroes to officially open £22 million redevelopment at Everyone Active centre
A £22 million redevelopment project will be unveiled at Grange Paddocks Leisure Centre, as part of the official launch of the state-of-the-art centre.
Company profiles
Company profile: Everyone Active
Everyone Active operates leisure centres in partnership with local councils across the UK. Today, Everyone ...
Company profiles
Company profile: Art of Cryo
Art of Cryo is a new division of a renowned family business with 30 years’ ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Red Light Therapy
 Red Light Rising: Red Light Therapy
Architects/designers
Zynk Design Consultants: Architects/designers
Wearable technology solutions
MyZone: Wearable technology solutions
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Management software
Premier Software Solutions: Management software
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Skincare
Comfort Zone - Davines S.p.A: Skincare
trade associations
International SPA Association - iSPA: trade associations
Exercise equipment
Power Plate: Exercise equipment
Spa software
SpaBooker: Spa software
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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