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Excerpt
This presentation provides the results of a review of both qualitative and quantitative sources of data that report on selected target group's impressions of the recent moderate physical activity public health message. Sixteen sources were reviewed, of which seven (four qualitative and 3 quantitative) were considered to contain viable reports of consumer attitudes regarding moderate physical activity. Only one of the seven sources of information reported on light physical activity. All of the qualitative sources consisted of focus group research; the quantitative sources were random sampling national telephone or panel mail surveys. Findings were examined for participant's responses to items related to moderate physical activity. The results showed for a majority of respondents, moderate physical activity is a fairly new concept. Women tend to be more enthusiastic, whereas men are less responsive and tend to refer to vigorous exercise as a frame of reference. A majority (84.1%) had heard of the Surgeon General promoting physical activity, and most believe they achieved the recommended levels of activity if they included their normal daily routines. Few cultural differences in perceptions were noted. Other perceived benefits and barriers to moderate physical activity, and familiarity to the message are reported. In conclusion, while most Americans are open to receiving the moderate physical activity message, some (especially men) have little knowledge on how to incorporate moderate-intensity activities into their lives.
