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Reflections on non-WEIRD behavior change and the next generation of physical activity research: A commentary on
Angela Beggan1, Kerry R McGannon2
1School of Health and Life Sciences, University of the West of Scotland, Stephenson Place, Hamilton International Technology Park, Technology Ave, Blantyre, G72 0LH, UK.
Abstract:
This commentary responds to Simpson et al.'s (2025) call to broaden health behavior change (BC) research in physical activity (PA) beyond WEIRD (Western, Educated, Industrialised, Rich, Democratic) paradigms. Drawing from narrative, discursive, and postqualitative traditions, we reflect on the conceptual and historical meanings of "WEIRD" and explore its limitations. We propose three transgressive directions for future BC and PA research: humility, reflexivity, and attention to wyrd ways of life. These reflections invite researchers to move beyond the 'same old' assumptions and consider culturally situated, relational, and decolonizing approaches that rethink both our conceptions of BC and PA and what our research of them can mean, do, and become.
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