Theory Guiding Communication Campaign Praxis: A Qualitative Elicitation Study Comparing Exercise Beliefs of Overweight and Healthy Weight College Students

Abstract

College students are at great risk of obesity and overweight, and campaigns encouraging exercise may mitigate associated health risks. Although some factors influential in college student exercise behavior have been reported, important in communication targeting, few have studied differences between overweight and normal weight students. Body mass index influences exercise behavior; thus, cognitive factors may be different in these subpopulations, necessitating different messaging approaches. This study aims to address this gap through theory-based qualitative elicitation work. Results indicate that overweight and normal weight college students differ in their perceived facilitators to regular exercise. Implications for exercise messages are discussed.

Keywords:

• College Students
• Exercise Messages
• Formative Research
• Health Campaigns
• Theory

Notes

When this study was conducted in 2007 and early 2008, the nationally recommended levels of exercise included 20 min of vigorous activity, three times weekly (American College of Sports Medicine, 2007). National recommendations changed later in 2008 to 150 min of accumulated moderate to vigorous physical activity per week (U.S. Department of Health, 2008).

Additional information

Notes on contributors

Jennifer B. Gray

Jennifer B. Gray (PhD, University of Kentucky, 2008) is an assistant professor in the Department of Communication, Appalachian State University, 131 Walker Hall, Boone, NC 28608.