Improving media campaigns promoting physical activity: the underutilized role of gender |
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| Authors: | Dan J. Graham Judy F. Graham |
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| Affiliation: | 1. Department of Psychology and Social Behavior, University of California, USA;2. Doctoral student.;3. Bittner School of Business, St. John Fisher College, USA;4. Professor. |
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| Abstract: | - As the obesity epidemic worsens in the United States and globally, resources are increasingly being allocated to address this public health threat.
- Media campaigns promoting physical activity are receiving funding from government and private sources, and some of these campaigns have achieved modest success. Still, more can be done to increase the effectiveness of these campaigns.
- Drawing on facets of consumer behavior, psychology, and public policy, this work represents a cross‐disciplinary theoretical analysis suggesting that the effectiveness of media‐based campaigns promoting physical activity could be enhanced by making use of gender‐specific advertising.
- Research is reviewed suggesting that gender differences in information processing styles and values lead to gender‐specific responses to media campaigns.
- Recommendations are made to help practitioners improve physical activity campaigns by crafting advertisements that specifically appeal to the unique preferences of each gender.
Copyright © 2007 John Wiley & Sons, Ltd. |
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