Signaling body inclusion: An experimental study of weight-loss and health messaging in physical activity

Abstract

Objective: Individuals in larger bodies remain an underserved population in sport and physical activity. Larger-bodied individuals often avoid physical activity spaces altogether due to their perceived exclusivity. Drawing on signaling theory, the current study argues that inclusive marketing messages in advertisements, including health-focused language and the presence of larger-bodied models may encourage participation for these individuals. Through two experiments (N = 266), manipulating the language and images used in fitness club and sport advertisements, the current study explores the effects of inclusive messages on perceptions of fit and join intentions. Results indicate that, regardless of messaging, those in larger bodies are more likely to engage a fitness center than soccer league. Advertisements featuring health-focused language were related to higher fit perceptions. Finally, advertisements featuring larger models were related to higher intentions to join. It is suggested that organizations seeking to engage this population increase their use of diversity-related signals in marketing.