Development of Trait-Tailored Physical Activity Promotion Messages for Use in Community and Clinic Settings

Abstract

Physical inactivity is a risk factor for many chronic disorders. Evidence suggests that health promotion message content interacts with personality to influence message effectiveness, such that certain messages are more effective for certain types of people than they are for others, but this effect has not been tested in the context of physical activity (PA) promotion. PURPOSE: To develop a set of physical activity promotion messages designed to target approach (BAS) and avoidance (BIS) motivational traits for potential use in typical community or clinical settings. METHODS: A set of 75 messages about physical activity were developed across five message conditions: (1) gain-framed desirable outcome, (2) gain-framed undesirable outcome, (3) neutral, (4) loss-framed desirable outcome, and (5) loss-framed undesirable outcome. Two samples (n=800 undergrads, and n=400 primary care patients) rated the messages on three semantic differential scales (gain/loss, cost/benefit, positive/negative outcomes), and completed a PA self-report measure. Motivational traits were assessed in the undergrad sample. RESULTS: Content ratings conformed to the expected linear pattern according to message condition on all three ratings scales in both samples while controlling for age, race and PA (F(df)>302.5(4); p<.001). Bivariate associations supported expectations that BAS trait would be significantly related to ratings of gain-framed messages (r range=.17 to .30; p<.01) and that BIS trait would be significantly related to ratings of loss-framed messages (r range= -.09 to -.13; p<.05). Further, BAS was significantly related to rating of neutral messages (r range= .18 to .23; p<.01). Structural equation modeling supported the influence of BAS on ratings of gain-framed and neutral messages (β(SE)> .26(.05); p<.001), but the relationships between BIS and loss-framed message ratings were reduced to non-significant values (β(SE)< -.24(.13); p>.06), while controlling for self-reported PA. CONCLUSIONS: Approach motivation may be particularly important in the perception of message content when messages are gain-framed. More work is needed to understand how personality interacts with message content to influence the degree of message processing in the context of physical activity promotion.