An Experimental Test of a Generic Messaging Approach for the Canadian 24-Hour Movement Guidelines for Adults

Abstract

Many Canadian adults are failing to meet national recommendations for physical activity, sedentary behavior, and sleep (i.e., movement behaviors). Existing messaging strategies focus on thresholds, which may be unrealistic to the target audience. This article explores the utility of a novel messaging approach - generic messages - as a gateway to enhance adults’ confidence to meet the Canadian 24-Hour Movement Guidelines for Adults (‘Guidelines’). In an online study, adult Guideline end-users (N = 249) completed pre-, post- and two-week surveys following exposure to generic or threshold Guideline promotional materials. Hierarchal linear regressions predicting adults’ confidence to meet the Guidelines revealed an activity status by experimental condition interaction. Post hoc analyses indicated low active adults exposed to generic messages had greater confidence to meet the Guidelines compared to low active adults exposed to threshold messages. Message processing was greater among adults exposed to the generic than threshold materials. This research highlights the importance of presenting achievable behavioral goals through generic messages. Specifically, this study demonstrated that generic messaging enhances self-efficacy beliefs among low active Canadian adults. Organizations promoting behavior change among adults with low levels of behavioral engagement should consider the use of generic motivational messages within a segmented health communication campaign.

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