What motivates exercisers - feeling good or looking good?
Public sector messages promoting physical
activity stress the potential health benefits, while the commercial fitness
industry appeals to people’s concerns about their appearance. What
type of message motivates best and for whom? That was the question tackled
by Tanya Berry (graduate studies/physical education) in her recently completed
PhD dissertation research project.
Berry measured the effects on undergraduates and older people of watching video advertisements promoting physical activity for health or appearance.
“Middle-aged participants and undergraduates who were already physically active showed an increase in positive attitudes to exercise after viewing the health-based advertising, and they had fewer body image concerns than non-exercisers,” explains Berry.
She also found surprising differences between men and women.
“Appearance-based exercise advertising had negative effects on men but not on women. Exercise may have a different meaning for men than for women,” speculates Berry, whose research into the content of fitness magazines has found important gender differences.
“The images of men in fitness magazines are very macho and muscular. When faced with the prospect of exercising in a gym setting, men may worry about not appearing strong enough. Interestingly, however, men are not bothered by concerns about appearance in team sport settings.”
Having completed her PhD work at UVic, Berry is moving east soon to assume a faculty position in the school of kinesiology and physical education at Wilfrid Laurier University.
Berry measured the effects on undergraduates and older people of watching video advertisements promoting physical activity for health or appearance.
“Middle-aged participants and undergraduates who were already physically active showed an increase in positive attitudes to exercise after viewing the health-based advertising, and they had fewer body image concerns than non-exercisers,” explains Berry.
She also found surprising differences between men and women.
“Appearance-based exercise advertising had negative effects on men but not on women. Exercise may have a different meaning for men than for women,” speculates Berry, whose research into the content of fitness magazines has found important gender differences.
“The images of men in fitness magazines are very macho and muscular. When faced with the prospect of exercising in a gym setting, men may worry about not appearing strong enough. Interestingly, however, men are not bothered by concerns about appearance in team sport settings.”
Having completed her PhD work at UVic, Berry is moving east soon to assume a faculty position in the school of kinesiology and physical education at Wilfrid Laurier University.
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