An Evolutionary Psychology Perspective on Physical Exercise Motives: Implications for Social Marketing

Michaelidou, Nina and Moraes, Caroline (2014). An Evolutionary Psychology Perspective on Physical Exercise Motives: Implications for Social Marketing. Journal of Nonprofit & Public Sector Marketing, 26(2) pp. 162–183.

DOI: https://doi.org/10.1080/10495142.2013.872500

Abstract

This study uses the theoretical framework of evolutionary psychology to examine the motives driving physical exercise behavior, as evolutionary psychology is still under-explored in the social marketing literature. The study employs a survey that draws on a sample of 220 participants. Independent sample t-tests and analysis of variance are conducted, and findings show significant sex and marital status differences in terms of motivations to exercise. Research findings have original implications for social marketing interventions that seek to understand physical exercise motivations and to encourage increased levels of physical exercise. Further, findings contribute to the extant literature by establishing the importance of sex-based segmentation strategies and message appeals that resonate with specific segments’ innate physical exercise motives.

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