Using framing and credibility to incorporate exercise and fitness in individuals' lifestyle

摘要

Purpose - To investigate the influence of message framing and message credibility on one's attitude and intention toward exercise and fitness activities. Design/methodology/approach - A sample of 136 respondents participated in the study. A 2 x 2 factorial design was utilized and tested using multivariate analysis of variance (MANOVA). Findings - The findings reveal the significance of source credibility for influencing both attitude and intention toward exercise and fitness activities. Additionally, the results reveal a significant impact of current lifestyle on attitude as well as intention toward exercise and fitness activities. Research limitations/implications - The findings suggest the importance of carefully designed messages to reach and affect a target population whose exercise activity has been largely unaffected despite years of public pronouncements and publicity. Practical implications - Service marketers could most effectively encourage physical activity by utilizing highly credible sources in their messages. If high credibility sources cannot be secured, positively framed messages should be used. Originality/value - The interaction effects of message framing and source credibility have received limited research attention, particularly in the exercise and fitness context.