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AMB206- Social

Marketing
Assignment 1: Introspective Essay
Rikky So
Lecturer: Kate Letheren
Tutor: Rachel Sato
Due Date: Friday, 29th August, 2014
Word count: 1376 words

2011). In addition. Moderate intensity physical activity for at least two and a half hours and vigorous intensity activity for at least 75 minutes each week is also included in the recommendations (Department of Health. 2014).Introduction It is widely known that regular exercise contributes to many positive health outcomes. physical discomfort during exercise. 2014). and a low confidence in physical appearance during exercise. 2014). diabetes. low levels of enjoyment of physical activity. physical inactivity is second only to tobacco smoking as a leading modifiable risk factor contributing to the burden of disease and injury (ABS. depression. An increase in sedentary behaviour since 2001 had been monitored in the 2007-08 National Health Survey. 62% of adults in 2007-08 reported not meeting these physical activity guidelines. In Australia. 2011). and breast and colon cancer (WHO. Australian Government. physical inactivity is a continually persistent issue worldwide. contributing as the fourth leading risk factor for global mortality (WHO. and other personal barriers were the main contributing factors. previous physical injury. Australian Government. stroke. despite the many known benefits. Self- Rikky So n8585024 . environmental barriers such as lack of equipment. However. including the reduced risk of heart disease. The personal barriers that were identified included lack of motivation. with 32% of people reporting sedentary behaviour two weeks before the interview in 2001. Upon examining some of the barriers to participating in physical activity. 2014). 78% of adults self-reported spending two to six hours a day sitting at leisure (ABS. it was found that time. The Australian Government Department of Health’s Physical Activity Guidelines for adults recommends physical activity on most days of the week (Department of Health. 2011). However. compared to 36% in 2007-08 (ABS.

rollerblading. While I have been fairly physically active since childhood. when the outcome of healthiness seems an insufficient exchange for leaving the warm cocoon of my bed. This is especially the case on cold winter mornings. not only are there no gyms in close proximity of my house. though. physical activity is not a concept that is foreign to me. Introspection and Analysis As a nutrition student. I also often fall into the snare of sedentary behaviours. I am naturally interested in health-related behaviours and participating in activities that will contribute to good health. 2013) (Swank. Budgeting issues aside. Therefore. That is to say. I may reconsider the worthiness of momentarily bracing the cold. Dancing may have gifted me with comparably flexible muscles and joints. but the income of a university student simply does not allow for expenses such as luxurious gym memberships. However. In addition.efficacy was also discovered to be a major barrier (Leone. media sources constantly reinforcing the image of an ‘ideal body’ act as another personal motivator to continue striving for that ‘ideal body’ through physical exercise. I cannot run two kilometres without feeling as if I will collapse from Rikky So n8585024 . Despite the allure of good health and an attractive physique. with activities such as dancing. 2011)(Schutzer. swimming and athletics. 2004). but I have always suffered in the lung capacity department. the internal struggle at six o’clock in the morning usually eventuates in an extra hour of sleep instead. I was never ‘top-of-the-class’ for any of the sports. While a personal morning routine consisting of a run around the neighbourhood before breakfast would be ideal. Perhaps if I were to leave the warmth of home for the warmth of the inside of a gym. the main concern for me with exercising around the neighbourhood or in a gym is simple: people will see me. 2013)(Michigan State University.

the prospect of revealing how physically unfit I really am to the exercising neighbourhood is simply unfathomable. to high intensity Rikky So n8585024 . running is the most effective form of cardiovascular exercise. I grew up surrounded by family and peers who view health and physical activity in a positive light. though. weekends are to be reserved for relaxing family time and to complete any urgent study tasks. Even in dancing classes. on the rare occasion where I find myself in a highly motivated mood to jog somewhere. however hectic my schedule may be during the week. Fortunately. work two part-time jobs. exercising and rest time that you realise how insufficient twenty-four hours in a day truly is. As much as I am mentally motivated to exercise. such as yoga and leisure swimming. my lungs are often burning before halfway through the routine. for example. and attempt to fit in social. running only results in injury to the joints. even during moments of sheer laziness. The debate is usually lost on my side. As a personal rule. no one else would be willing to accompany me. considering that the majority of my friends are cross-country runners or at least able to run five kilometres at 15km/hour. and the outcome of these instances most usually involves me staying back instead of jogging by myself. This has readily influenced and encouraged me to persevere in participating in physical activity. It is not until you study full-time. However.shortness of breath. but to me. and eventuates in my not running at all. it is clear why I cannot and will not run or exercise around neighbourhoods and in gyms where I will feel judged by people of much superior fitness to myself. The main difficulty in finding a jogging buddy in one of my family members is contributable to the negative light that they view running as an effective form of exercise. To them. My family members prefer light sports. Now. though. Another barrier to increasing exercise levels is the lack of time in a day.

this. where I conform to their decisions. especially in cardiovascular exercises. means that I will also be unlikely to participate in any high intensity physical activity. The Theory of Reasoned Action/Planned Behaviour consists of the constructs of attitude. From a behaviour change theory perspective. as well as the construct of subjective norms. Also. Regarding physical activity and its benefits in general. Because of these negative attitudes. and only participate in light to moderate physical activities. This factor addresses the self-efficacy aspect of the Social Cognitive Theory. Towards cardiovascular exercise. costs of gym membership. subjective norms and perceived behavioural control. my family reflect a negative. both my family and I possess positive attitudes.cardiovascular workouts. Because I have categorised myself as physically unfit. on the other hand. I will often avoid participating in these types of exercises to avoid inevitable embarrassment and selfconsciousness. in turn. we are more unlikely to engage in cardiovascular exercise. disbelieving attitude while I hold a similarly reluctant attitude. my lapses in physical activity behaviours can be explained by the Social Cognitive Theory and the Theory of Reasoned Action/Planned Behaviour. Therefore. The environmental barriers identified such as the weather. From a social marketing perspective. I have a decreased sense of control over initiating any form of family hobby that involves high intensity physical activity. also conform to this theory. and these are all reflected by the various pre-identified personal barriers. I am currently wandering between the action and maintenance stages of the Stages of Rikky So n8585024 . The concept of perceived behavioural control is reflected in my behaviour through the belief that there is insufficient time in my weekly schedule for planned exercise sessions. and access to a local gym. in conforming to my family’s subjective norms regarding vigorous exercise.

0. I believe that ‘time’ is a particular barrier to be addressed by social marketers. Australia’s Physical Activity and Sedentary Behaviour Guidelines. it is significant to continue motivating these individuals to perform the desired behaviour.001 – Physical Activity in Australia: A Snapshot.001mai n+features42007-08 Department of Health. Conclusion While individuals in the action and maintenance stages of change are not typically the recipients of social marketing campaigns. Advertisements or other strategies that aim to provoke or motivate individuals to initiate behaviours will no longer be effective in this target audience. (2014). from http://www. social marketers aiming to target individuals who are in similar situations as myself will be working on strategies that aid individuals in maintaining the desired behaviour. Retrieved August 20. While many individuals may agree with these barriers.abs.au/ausstats/abs@.nsf/Lookup/4835. (2011).health. Retrieved from http://www. social support and lack of time. 2014. 2007-08. lack of access.55.Change. 4835. the barriers to maintaining physical activity include low self-efficacy. Therefore.au/internet/main/publishing.gov. financial costs. References Australian Bureau of Statistics.0. Australian Government.gov. since it is much more difficult to market time management than it is to market exercising outdoors and joining social fitness groups. For me.nsf/content/healt h-pubhlth-strateg-phys-act-guidelines#apaadult Rikky So n8585024 .55. since the performance of the desired behaviour has already been initiated.

who. Michigan State University.au/docview/86058 7316?OpenUrlRefId=info:xri/sid:summon Schutzer. Lack of motivation.humankinetics.library.ezp01. 17(4).au/AcuCust om/Sitename/Documents/DocumentItem/01_leone_JPAH_20110241. ACSM’s Health & Fitness Journal.com.edu.003 Swank. (2004).ypmed. 39(5).edu. 42-43. 1056-1061. Preventive Medicine. 10 (4). Retrieved from http://search. Retrieved from http://journals. Journal of physical activity & health. DOI: 10. NewsRx Health & Science. Breaking Down Exercise Barriers: Helping Your Patients and Clients “Find a Way” to Stay Active. (2011).2004. K. L.com. (2013).1249/FIT. pdf Michigan State University. A. (2014). Retrieved August 20. from http://www. 2014. equipment main barriers for exercise for boys.library.qut.04. 461.proquest. (2013). 470. DOI: 10.ezp01.qut. Barriers and motivations to exercise in older adults.int/dietphysicalactivity/pa/en/ Rikky So n8585024 .0b013e318296e01d World Health Organization.Leone. A mixed methods comparison of perceived benefits and barriers to exercise between obese and nonobese women. Physical Activity.1016/j.