Prescribing Pleasure and Meaning Cultivating Walking Motivation and Maintenance

摘要: Introduction Regular physical activity such as daily walking has numerous health benefits.Walking is a simple type of that can be done almost anywhere and the most commonly reported form among adults. CDC data show people who walk are three timesmore likely to meet guidelines than those do not. Encouraging inactive individuals integrate into their routine potential yield significant public benefits. To promote Americans achieve these benefits, new population-wide initiatives being launched, including an upcoming Surgeon General’s Walking Call Action (planned release Fall 2014) EveryBodyWalk! initiative. How professionals organizations communicate about brands it will influence ultimate success this movement. Messages deliver accurate information but ignore evidence-based principles motivation decision making, underlying mechanisms behavioral sustainability, inadvertently undermine population-level initiatives. optimize impact national initiatives, messaging delivered in communities clinics should informed by relevant affective science. It important shift from medical marketing paradigm move beyond simply delivering education actually motivating consistent behavior. Although counterintuitive, benefits typically emphasized clinicians social marketing, “better health” “disease prevention,” not same