Health and fitness marketing appeals to older consumers

Abstract

Global aging means that establishing methods to promote physical activity in older consumers has positive health outcomes. Four studies were conducted that investigated the role of support in encouraging physical activity in older consumers. Study 1 qualitatively showed that external social and technological support alongside internal motivational goals was responsible for driving physical activity in older consumers. Studies 2 and 3 established if cognitive ageing theory on environmental support could encourage imagery appeals and increase motivation for physical exercise. Physical exercise was easier to visualize and was more appealing when promoted to older consumers who were standing up compared to sitting down. Study 4 showed that older consumers were least confident at completing vigorous physical activity, which should be a focus for industry and policymakers. Overall, support that reduces cognitive demands may be an effective method of encouraging physical activity by improving visualization and raising motivation and confidence in older consumers.

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ORCID for Daniele Magistro: orcid.org/0000-0002-2554-3701

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