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Published by: Allied Business Academies
Published in: "Academy of Marketing Studies Journal", 2001
Length: 33 pages

Abstract

This study investigates; (1) the extent to which a health-oriented lifestyle features interlocking nutrition and exercise components, and; (2) how those who follow this lifestyle can be segmented in terms of their demographics and their psychological involvement in both nutrition and exercise. It proposes a model of the process of influence on health-related lifestyle activities. The findings provide general, but qualified, support for the model. They indicate that persons who consume more nutritional food have greater concern about nutrition, find the benefits of exercise more important, hold more favorable attitudes toward exercise, and are more likely successful, female, and older. Persons who exercise more heavily consume more nutritional food, evince greater concern for nutrition, possess more favorable attitudes toward exercise, and are more likely successful, single male, and younger. These findings, and those that support the proposed influences among other constructs in the model, demonstrate the interlocking nature of consumers' psychological and behavioral involvement in the nutrition- and exercise-related aspects of health. Many implications for marketers emerge from these findings.

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Abstract

This study investigates; (1) the extent to which a health-oriented lifestyle features interlocking nutrition and exercise components, and; (2) how those who follow this lifestyle can be segmented in terms of their demographics and their psychological involvement in both nutrition and exercise. It proposes a model of the process of influence on health-related lifestyle activities. The findings provide general, but qualified, support for the model. They indicate that persons who consume more nutritional food have greater concern about nutrition, find the benefits of exercise more important, hold more favorable attitudes toward exercise, and are more likely successful, female, and older. Persons who exercise more heavily consume more nutritional food, evince greater concern for nutrition, possess more favorable attitudes toward exercise, and are more likely successful, single male, and younger. These findings, and those that support the proposed influences among other constructs in the model, demonstrate the interlocking nature of consumers' psychological and behavioral involvement in the nutrition- and exercise-related aspects of health. Many implications for marketers emerge from these findings.

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