Promoting Physical Activity With Group Pictures. Affiliation-Based Visual Communication for High-Risk Populations

Area of Science:

• Social Psychology
• Health Psychology
• Behavioral Science

Background:

• Affiliation motivation links to health behaviors, particularly in high-risk populations.
• Targeting affiliation motivation may promote physical activity.
• The impact of affiliation appeals (e.g., images of companionship) on physical activity remains understudied.

Purpose of the Study:

• To experimentally investigate the effects of affiliation-based pictures on physical activity motivation.
• To examine the moderating role of individual affiliation motivation.

Main Methods:

• Two studies were conducted using experimental designs.
• Participants included overweight or less active individuals.
• Exposure to group pictures, with or without slogans, was assessed.

Main Results:

• Group pictures, with or without slogans, positively influenced attitudes, self-efficacy, and intentions toward physical activity in high-risk groups.
• Affiliation motivation as a personality trait did not moderate the effects of the visual appeals.
• Higher affiliation motivation was independently associated with more positive attitudes.

Conclusions:

• Visuals depicting companionship during physical activity can be an effective strategy to promote exercise in at-risk populations.
• Interventions can leverage social connection imagery to improve health behaviors.
• Individual differences in affiliation motivation may not be a critical factor for this specific intervention's success.