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Health Contented: Q16 Level of health emphasis and involvement  
Level: Moderate

Question: q16 
Core statement: I try to keep my body in top physical shape
Response: Neither agree nor disagree

Intrinsic Motivation: I’m only moderately motivated to keep myself in good physical shape. I want good health, but I don’t go overboard about. It’s hard work and time consuming to keep yourself active and to put demands on your body that really isn’t necessary.

Recommendations: Focus on the values or priorities of moderate physical activity, moderate attention to nutrition, and a commitment in principle to good physical fitness.

Themes: Visual or auditory cues can show an individual involved in low-impact exercise (e.g., walking, bowling, miniature golf, and everyday activities). The individual can be shown eating foods that are "good for you" (e.g., some whole grains or high-fiber cereal, low fat milk, small amounts of salt, occasional consumption of fast foods).  Members of the target audience can be portrayed as saying, "I make sure I get some regular exercise, and eat sensibly. I ordered a book about nutritional diets that I haven't read yet. I feel I have a good, balanced approach to staying healthy."

Further considerations: The adult should appear in fairly good or average physical shape.

Appeal style: Mixture of hedonic (emotional, feeling) and utilitarian (facts, features, and benefits that focus on fitness).
Repetitions: Medium repetitions
Durations: Medium duration messages
Complexity: Balance key points with broad based information
Content emphasis: Combine some active visuals with message elements
Primary medium: Mix of television/radio and print
Fear appeals: Use fear appeals sparingly and carefully
Humor: Use moderate humor 
Drawing conclusions: Combine drawing explicit conclusions with letting customer draw explicit conclusions
Type of argument: Use a combination of one-sided and two-sided arguments
Authority appeals: Peer testimonial or medical authority
Spokesperson: Balance of referent and expert spokesperson
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  • Home
    • The PATH >
      • Stages of Adapting to Health
      • Locus of Health Decision-Making Control
      • Predictor of Health Outcomes
      • Benefits
  • Applications
    • Health Consumer Market >
      • Marketing and Advertising
      • CRM
      • Population Health Management
      • Psychographic Segmentation
      • Focus Groups
    • One-to-One >
      • Patient Experience and Satisfaction
      • Patient Engagement
      • Patient Centered Care
      • Disease Management
      • Health Coaching
  • Products
    • Adaptive Health Behavior Inventory
    • PATH Analysis Services
    • PATH Deep Dive
    • PATH Engagement Protocols >
      • One-To-One
      • Messaging & Media
    • PATH Marcomm Analysis
    • Product Licensing
  • Resources
    • Articles
    • White Papers
    • Research >
      • Gender, Age, and Adaptive Health Behavior
      • PATH and Medical Expenditures
      • Dissertation
      • PATH and Type 2 Diabetes
      • AHBI_Brain_Behavior
      • Profiles of Attitudes
    • PATH Reference
    • Book
  • About
  • Contact
    • Dr. Frederick Navarro
  • Blog