Health Contented: Q3 Level of being health proactive
Level: Somewhat agree
Question: q3
Core statement: When it comes to my health, I rarely plan ahead and usually take things as they come
Response: Somewhat agree
Intrinsic Motivation: I tend to not be motivated to do a lot of thinking about my health until I need to. I deal with any health issues when they become a problem, and not before. There are some things you just can’t anticipate. Worrying about your health won’t make it any better.
Recommendations: These adults display little in the way of attitudes or behaviors that are health proactive. They are generally uninvolved in activities or behaviors that promote long-term health. Although they may make claims that they try to keep their bodies in top physical shape, their other attitudes and behaviors do not support it. Advertisements designed for them should acknowledge that other priorities win out over health concerns for many possible reasons like lack of time, lack of money, or lack of interest.
Themes: Visual cues should favor non-medical settings. The use of medical settings may act as a subtle cue communicating some disagreement with this pattern of thinking. In other words, "We agree with your views but look where you have ended up." Visual or auditory cues should show an individual who is in less than prime physical shape (e.g., slightly over-weight, or obese). The individual should be portrayed in a sedentary or low activity state. The individual should be portrayed as saying things like, "When I get sick, I'll deal with it then" or "For most things about my health, I don't plan ahead. I deal with illness when I get it."
Further considerations: Minimize detailed information in favor of communicating the core message (e.g., name, location, why they should like you). Use short phrases and bullet points to communicate key points and statements of relevance.
Appeal style: Hedonic (emotional or fantasy themes that do not emphasize efforts that support long-term health).
Repetitions: High repetitions
Durations: Short duration messages
Complexity: A few key points about the benefits of taking steps to support long-term good health.
Content emphasis: Active visuals and entertaining message elements that don't emphasize long-term health.
Primary medium: Television/radio
Fear appeals: Use light fear appeals to motivate attention on things that can support long term health.
Humor: Use humor to motivate focus on long-term health.
Drawing conclusions: Draw explicit conclusions
Type of argument: Two-sided argument: Support and/and acknowledge those who give little attention to planning for future good health, but then cite reasons why they should and show them how your product or service can support their efforts.
Authority appeals: Peer testimonial
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity)
Level: Somewhat agree
Question: q3
Core statement: When it comes to my health, I rarely plan ahead and usually take things as they come
Response: Somewhat agree
Intrinsic Motivation: I tend to not be motivated to do a lot of thinking about my health until I need to. I deal with any health issues when they become a problem, and not before. There are some things you just can’t anticipate. Worrying about your health won’t make it any better.
Recommendations: These adults display little in the way of attitudes or behaviors that are health proactive. They are generally uninvolved in activities or behaviors that promote long-term health. Although they may make claims that they try to keep their bodies in top physical shape, their other attitudes and behaviors do not support it. Advertisements designed for them should acknowledge that other priorities win out over health concerns for many possible reasons like lack of time, lack of money, or lack of interest.
Themes: Visual cues should favor non-medical settings. The use of medical settings may act as a subtle cue communicating some disagreement with this pattern of thinking. In other words, "We agree with your views but look where you have ended up." Visual or auditory cues should show an individual who is in less than prime physical shape (e.g., slightly over-weight, or obese). The individual should be portrayed in a sedentary or low activity state. The individual should be portrayed as saying things like, "When I get sick, I'll deal with it then" or "For most things about my health, I don't plan ahead. I deal with illness when I get it."
Further considerations: Minimize detailed information in favor of communicating the core message (e.g., name, location, why they should like you). Use short phrases and bullet points to communicate key points and statements of relevance.
Appeal style: Hedonic (emotional or fantasy themes that do not emphasize efforts that support long-term health).
Repetitions: High repetitions
Durations: Short duration messages
Complexity: A few key points about the benefits of taking steps to support long-term good health.
Content emphasis: Active visuals and entertaining message elements that don't emphasize long-term health.
Primary medium: Television/radio
Fear appeals: Use light fear appeals to motivate attention on things that can support long term health.
Humor: Use humor to motivate focus on long-term health.
Drawing conclusions: Draw explicit conclusions
Type of argument: Two-sided argument: Support and/and acknowledge those who give little attention to planning for future good health, but then cite reasons why they should and show them how your product or service can support their efforts.
Authority appeals: Peer testimonial
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity)