Wisely Frugal: Q16 Level of health emphasis and involvement
Level: Very high
Question: q16
Core statement: I try to keep my body in top physical shape
Response: Strongly agree
Intrinsic Motivation: I’m very motivated to keep myself in top physical shape. I want good health so that I can do the things I want to do and not be slowed down. If you don’t keep yourself active and demand a lot from your body, it just won’t stay in good shape and you won’t be able to compete.
Recommendations: Focus on the values of optimum physical fitness and performance, proper nutrition and dieting, and a genuine commitment to optimum physical fitness.
Themes: Visual cues should stress non-medical settings associated with regular strenuous exercise (e.g., high impact aerobics, weight training, jogging or running, strenuous swimming, bicycling). Surroundings should communicate the commitment to physical fitness (e.g., gym location, outdoor running, playing a competitive game sport, working out in a home gym). Activities or signals should also communicate the commitment to good nutrition (e.g., eating fresh fruit and vegetables, drinking protein drink, rare consumption of junk or fast food). Auditory or message cues should portray the individual as saying things like, "After I work out at the gym, I take my medication along with my protein drink." Another example is, "I have to be careful with my asthma, but I don't let it stop me from pushing myself to be in the best shape I can be."
Further considerations: Visual portrayals should show an individual who is in excellent or near excellent physical shape. There are also demographic associations with some degree of affluence or higher education.
Appeal style: Utilitarian: Focus on health and fitness benefits
Repetitions: Low repetitions
Durations: Long duration messages
Complexity: Broad based information on fitness related topics
Content emphasis: Product/service performance and benefits that support physical fitness and health.
Primary medium: Print and Internet
Fear appeals: Refrain from using fear appeals
Humor: Refrain from using humor
Explicit conclusions: Let customer draw conclusions
Type of argument: One-sided argument: Emphasize the benefits of fit and healthy
Authority appeals: Medical authority figure, fitness celebrity or peer testimonial if confidence in medical professionals is low
Spokesperson: Expert spokesperson (experienced peer or fitness professional)
Level: Very high
Question: q16
Core statement: I try to keep my body in top physical shape
Response: Strongly agree
Intrinsic Motivation: I’m very motivated to keep myself in top physical shape. I want good health so that I can do the things I want to do and not be slowed down. If you don’t keep yourself active and demand a lot from your body, it just won’t stay in good shape and you won’t be able to compete.
Recommendations: Focus on the values of optimum physical fitness and performance, proper nutrition and dieting, and a genuine commitment to optimum physical fitness.
Themes: Visual cues should stress non-medical settings associated with regular strenuous exercise (e.g., high impact aerobics, weight training, jogging or running, strenuous swimming, bicycling). Surroundings should communicate the commitment to physical fitness (e.g., gym location, outdoor running, playing a competitive game sport, working out in a home gym). Activities or signals should also communicate the commitment to good nutrition (e.g., eating fresh fruit and vegetables, drinking protein drink, rare consumption of junk or fast food). Auditory or message cues should portray the individual as saying things like, "After I work out at the gym, I take my medication along with my protein drink." Another example is, "I have to be careful with my asthma, but I don't let it stop me from pushing myself to be in the best shape I can be."
Further considerations: Visual portrayals should show an individual who is in excellent or near excellent physical shape. There are also demographic associations with some degree of affluence or higher education.
Appeal style: Utilitarian: Focus on health and fitness benefits
Repetitions: Low repetitions
Durations: Long duration messages
Complexity: Broad based information on fitness related topics
Content emphasis: Product/service performance and benefits that support physical fitness and health.
Primary medium: Print and Internet
Fear appeals: Refrain from using fear appeals
Humor: Refrain from using humor
Explicit conclusions: Let customer draw conclusions
Type of argument: One-sided argument: Emphasize the benefits of fit and healthy
Authority appeals: Medical authority figure, fitness celebrity or peer testimonial if confidence in medical professionals is low
Spokesperson: Expert spokesperson (experienced peer or fitness professional)