Rebranding Exercise: 'Quality of Life' Trumps 'Live Longer'

Adult female exercisers respond better to messages that emphasize immediate quality of life benefits over living longer. So say researchers at the University of Michigan's Institute for Research on Women and Gender. While it has long been presumed that promoting the health and longevity benefits of working out are the primary motivators in getting people to exercise, a new study suggests that is not always the case.

"The study showed that what an individual espouses as important does not necessarily translate into behavior," says Michelle Segar, research investigator for the institute. "While people say they value health and healthy aging, those distant benefits don't make exercise compelling enough to fit into their busy lives. Promoting exercise for health is logical, but people's daily decisions are more often connected to emotion than logic. A more effective 'hook' is to rebrand exercise to emphasize the immediate benefits that enrich daily living, such as stress reduction and increased vitality."

Log in to view the full article
Page 1 of 462
Next Page
AB Show 2025 in San Diego
AB Show is a solution-focused event for athletics, fitness, recreation and military professionals.
Nov. 5-8, 2025
Learn More
AB Show 2025
Buyer's Guide
Information on more than 3,000 companies, sorted by category. Listings are updated daily.
Learn More
Buyer's Guide