Men and women respond differently to exercise advertisements


ANN ARBOR, Mich.—A new University of Michigan study by Kinesiology Alumna and SHARP Center Associate Director Dr. Michelle Segar finds that overweight men and women responded differently to advertisements about the benefits from exercise.

"Daily well-being" motivates women to exercise, while "weight loss" and "health" are more motivational for men. Researchers investigated whether reading a one-page advertisement featuring one of those three reasons would influence intrinsic motivation for exercising, and whether men and women respond differently. The study, funded by National Institutes of Health, was conducted among 1,690 overweight and obese women and men between 40 and 60 years old.

The SHARP Center for Women and Girls is an interdisciplinary research center founded by the Women's Sports Foundation and the University of Michigan's Institute for Research on Women and Gender and the School of Kinesiology. This U-M center advances research and policy making to enhance the lives of women and girls through sport, play, and movement.


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