Scrutinizing Physical Activity as Economic Behavior and the Possibilities of Neuromarketing
60–80% of adults and adolescents are physically inactive. This paper studied how individuals’ risk and time preferences predicted their physical activity stages of change processes and assessed which behavioral profiles towards physical activity could be influenced through neuromarketing. The study...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Ubiquity Press
2023-08-01
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| Series: | Physical Activity and Health |
| Subjects: | |
| Online Access: | https://account.paahjournal.com/index.php/up-j-pah/article/view/255 |
| _version_ | 1797672584039366656 |
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| author | Laura Vainio Jarmo Heinonen |
| author_facet | Laura Vainio Jarmo Heinonen |
| author_sort | Laura Vainio |
| collection | DOAJ |
| description | 60–80% of adults and adolescents are physically inactive. This paper studied how individuals’ risk and time preferences predicted their physical activity stages of change processes and assessed which behavioral profiles towards physical activity could be influenced through neuromarketing. The study was conducted in a North European organization among mostly young adults (n = 144, mean age 25.96, SD 7.82). Data analyses consisted of ordinal logistic regression and exploratory factor analysis. Based on the analyses, the factors of older age, perceiving physical activity as a habit or a status quo, and habit and status quo as a factor increased advancement in the stages of change (1.07–1.08, 3.43, 1.88, and 12.18 times respectively), whereas an intertemporal, pessimistic attitude towards physical activity decreased 0.57 times. This pessimistic attitude focused on the current benefits overriding the future ones, i.e., not seeing the future health benefits of physical activity, and therefore, could be the target profile for neuromarketing studies for encouraging people to choose more physical activity. |
| first_indexed | 2024-03-11T21:32:11Z |
| format | Article |
| id | doaj.art-d03d802720e0462586864d0ea5649723 |
| institution | Directory Open Access Journal |
| issn | 2515-2270 |
| language | English |
| last_indexed | 2024-03-11T21:32:11Z |
| publishDate | 2023-08-01 |
| publisher | Ubiquity Press |
| record_format | Article |
| series | Physical Activity and Health |
| spelling | doaj.art-d03d802720e0462586864d0ea56497232023-09-27T08:18:37ZengUbiquity PressPhysical Activity and Health2515-22702023-08-0171239–254239–25410.5334/paah.255162Scrutinizing Physical Activity as Economic Behavior and the Possibilities of NeuromarketingLaura Vainio0https://orcid.org/0000-0002-2233-5050Jarmo Heinonen1https://orcid.org/0000-0001-7904-4812Tampere UniversityLaurea University of Applied Sciences60–80% of adults and adolescents are physically inactive. This paper studied how individuals’ risk and time preferences predicted their physical activity stages of change processes and assessed which behavioral profiles towards physical activity could be influenced through neuromarketing. The study was conducted in a North European organization among mostly young adults (n = 144, mean age 25.96, SD 7.82). Data analyses consisted of ordinal logistic regression and exploratory factor analysis. Based on the analyses, the factors of older age, perceiving physical activity as a habit or a status quo, and habit and status quo as a factor increased advancement in the stages of change (1.07–1.08, 3.43, 1.88, and 12.18 times respectively), whereas an intertemporal, pessimistic attitude towards physical activity decreased 0.57 times. This pessimistic attitude focused on the current benefits overriding the future ones, i.e., not seeing the future health benefits of physical activity, and therefore, could be the target profile for neuromarketing studies for encouraging people to choose more physical activity.https://account.paahjournal.com/index.php/up-j-pah/article/view/255economic preferencerisk- and time-based decision-makingphysical activitystages of change modelneuromarketing |
| spellingShingle | Laura Vainio Jarmo Heinonen Scrutinizing Physical Activity as Economic Behavior and the Possibilities of Neuromarketing Physical Activity and Health economic preference risk- and time-based decision-making physical activity stages of change model neuromarketing |
| title | Scrutinizing Physical Activity as Economic Behavior and the Possibilities of Neuromarketing |
| title_full | Scrutinizing Physical Activity as Economic Behavior and the Possibilities of Neuromarketing |
| title_fullStr | Scrutinizing Physical Activity as Economic Behavior and the Possibilities of Neuromarketing |
| title_full_unstemmed | Scrutinizing Physical Activity as Economic Behavior and the Possibilities of Neuromarketing |
| title_short | Scrutinizing Physical Activity as Economic Behavior and the Possibilities of Neuromarketing |
| title_sort | scrutinizing physical activity as economic behavior and the possibilities of neuromarketing |
| topic | economic preference risk- and time-based decision-making physical activity stages of change model neuromarketing |
| url | https://account.paahjournal.com/index.php/up-j-pah/article/view/255 |
| work_keys_str_mv | AT lauravainio scrutinizingphysicalactivityaseconomicbehaviorandthepossibilitiesofneuromarketing AT jarmoheinonen scrutinizingphysicalactivityaseconomicbehaviorandthepossibilitiesofneuromarketing |