Effective message framing for influencing intention to continue physical exercise
Saha, Sajib (2017)
Pro gradu -tutkielma
Saha, Sajib
2017
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe201705236838
https://urn.fi/URN:NBN:fi-fe201705236838
Tiivistelmä
The aim of this study is to understand how to influence peoples’ intention to continue doing the physical exercise. The fact is, despite lot of benefits people either are physically inactive or fail to continue doing the exercise. Thus, author here studied how message framing can be used to influence this process. Message framing has been studied quite robustly in the field of different diseases and promoting products or services and, also in human resource management. But in the field of physical exercise it is not studied that extensively.
In order to generate expected outcome relevant previous literatures have been studied on the field of goals, intention, message framing, risk perception and behaviour. And all these aspects have been studied from the point of view of physical exercise. Later an online survey has been conducted on a sample of 142 to validate the assumptions and suggesting useful conclusion.
The result of the study showed promotional health goals influence intention stronger to start doing the physical exercise. And risk perception plays key role in determining people’s intention; that is higher the level of risk, higher the possibility of doing physical exercise. While using message framing as a tool to influence intention, loss-framed message works better in both low and high level risk situation.
In order to generate expected outcome relevant previous literatures have been studied on the field of goals, intention, message framing, risk perception and behaviour. And all these aspects have been studied from the point of view of physical exercise. Later an online survey has been conducted on a sample of 142 to validate the assumptions and suggesting useful conclusion.
The result of the study showed promotional health goals influence intention stronger to start doing the physical exercise. And risk perception plays key role in determining people’s intention; that is higher the level of risk, higher the possibility of doing physical exercise. While using message framing as a tool to influence intention, loss-framed message works better in both low and high level risk situation.