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Come and CrossFit with me! An experimental study on the effects of athlete endorsements and conceptual priming on exercise motivation.

Mescheritzki, J. (2021) Come and CrossFit with me! An experimental study on the effects of athlete endorsements and conceptual priming on exercise motivation.

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Abstract:Aim: This study explored the extent to which starring a professional athlete and conceptual priming influence people’s motivation to exercise and do CrossFit and the role of the individual level of physical activity in these relationships. The research is built on the understanding that celebrity endorsements and priming can positively impact social behavior. Methods: A 2 (type of athlete: professional vs. amateur) x 2 (primes: present vs. absent) between-subjects experiment was conducted. A focus group session was performed to decide which videos to use in the experiment. In the main study, participants (N = 171) were randomly assigned to the conditions. Subjects watched one video and were asked to fill a survey measuring their motivation to exercise and do CrossFit. Results: A MANOVA revealed that the professional athlete was effective at stimulating motivation. In the amateur conditions, only the presence of the conceptual primes could increase motivation. Unexpectedly, six significant direct effects of level of physical activity on the dependent variables were found. Conclusion: The results suggest that starring professional athletes in online documentaries is effective in raising motivation. Priming is sensible in the amateur condition.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/86456
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