Self-determination and functional persuasion to encourage physical activity

This research advances a novel approach to promoting physical activity, based on the principle of functional matching in persuasion, and the self-concordance (SC) of people's motivations for physical activity. We propose that SC establishes a positive or negative orientation toward the challenge inherent in physical activity, and that the maximum yield of participation will be achieved by communications that appeal to each orientation. In two studies, we compared how messages emphasizing challenge versus available social support would influence recipients self-reported practices of physical activity and attitudes toward a physical activity setting. As hypothesized, these messages had differential effects for recipients whose pursuit of physical activity varied in SC, such that favorable outcomes were more reliably associated with challenge-oriented messages among respondents higher in SC versus support-oriented messages among respondents lower in SC. The findings suggest the merits of using self-regulatory, compared with object- or personality-based, constructs and measures to indicate psychological functions of ongoing health-related behaviors.