Have a personal or library account? Click to login
Scrutinizing Physical Activity as Economic Behavior and the Possibilities of Neuromarketing Cover

Scrutinizing Physical Activity as Economic Behavior and the Possibilities of Neuromarketing

By: Laura Vainio and  Jarmo Heinonen  
Open Access
|Aug 2023

Figures & Tables

Table 1

Descriptive survey data.

VARIABLECATEGORYCOUNT%MEANSD
GenderMale9062.5%
Female5135.4%
Other32.1%
Highest level of educational attainmentComprehensive school139.0%
Higher secondary or vocational school9868.1%
University of Applied Sciences1711.8%
University64.2%
Other96.3%
Age25.9587.815
Height175.8949.766
Weight80.3918.688
BMI25.9335.658
BMI (grouped)Underweight21.4%
Normal weight7250,0%
Pre-obesity4229.2%
Obesity class I1611.1%
Obesity class II53.5%
Obesity class III42.8%
Sedentary behaviour<2 hours00.0%
2 hours < × < 4 hours5236.1%
4 hours < × < 6 hours6947.9%
6 hours < × < 8 hours2013.9%
>8 hours21.4%
Risk preferenceRisk-aversive3725.7%
Risk-neutral5135.4%
Risk-seeking5538.2%
Time preferencePresent-biased128.3%
Time-consistent11177.1%
Future-biased2013.9%
Perceived healthParticularly poor10.7%
Rather poor106.9%
Neither poor nor good2316.0%
Rather good6947.9%
Particularly good3826.4%
PhysicalPrecontemplation32.08%
ActivityContemplation3322.92%
Stages ofPreparation4531.25%
ChangeAction3927.08%
Maintenance2013.89%

[i] Defining characteristics of the responders were male as gender, higher secondary or vocational school, normal weight, 4–6 hours of sedentary behavior daily, time-consistency as time preference, and rather good perceived health. BMI, Body Mass Index; SD, standard deviation.

Table 2

The first final OLR model.

VARIABLEβ EST.SEWALDDFSIG.95% CIEXP(β)95% CI (EXP)
LBUBEXP (LB)EXP (UB)
PASC = 0–0.8320.9520.76410.382–2.6971.0330.4350.0672.810
PASC = 12.8680.84511.5301<0.0011.2134.52317.6023.36292.155
PASC = 25.5410.96233.1421<0.0013.6547.427254.83838.6411680.670
PASC = 37.9321.07754.2831<0.0015.82210.0422785.504337.66822978.261
Age0.0730.0249.41210.0020.0260.1201.0761.0271.127
BMI–0.3440.1714.02610.045–0.679–0.0080.7090.5070.992
SQ0.6340.2327.47210.0060.1791.0891.8861.1972.972
H1.2330.23627.3351<0.0010.7711.6953.4312.1615.446

[i] The first model recognized two background and two sum variables as significant factors in the model. BMI, Body Mass Index; CI, confidence interval; df, degrees of freedom; Est., estimate; Exp,. exponent; H, habit; LB, lower bound; OLR, Ordinal Logistic Regression; PASC, Physical Activity Stages of Change; SE, standard error; Sig., significance; SQ, status quo; UB, upper bound.

Table 3

Final model of the second OLR.

VARIABLEβ EST.SEWALDDFSIG.95% CIEXP(β)95% CI (EXP)
LBUBEXP(LB)EXP(UB)
PASC = 04.0091.6425.96510.0150.7927.22755.1122.2071376.039
PASC = 18.3321.66425.0771<0.0015.07111.5934154.515159.317108337.373
PASC = 211.8241.85540.6221<0.0018.18815.460136433.3283596.3395175834.264
PASC = 314.5642.00352.8921<0.00110.63918.4892113342.90941726.571107035352.885
Age0.0700.0248.25510.0040.0220.1171.0721.0221.124
Q16_SQ1.1800.22427.6611<0.0010.7401.6203.2542.0965.051
Q22_LE0.4040.1814.99210.0250.0500.7581.4981.0512.135
Q31_H0.9930.23418.0941<0.0010.5361.4512.7011.7094.268
Male3.3011.2387.11410.0080.8755.72727.1432.400307.003
Female3.3371.2626.98610.0080.8625.81128.1292.369334.005
Other0a0

[i] The second broader model showed significant results with three separate statements with age and gender as background variables. CI, confidence interval; df, degrees of freedom; Est., estimate; Exp., exponent; H, habit; LB, lower bound; LE, licensing effect; OLR, Ordinal Logistic Regression; PASC, Physical Activity Stages of Change; SE, standard error; Sig., significance; SQ, status quo; UB, upper bound.

Table 4

The EFA Varimax analysis.

ROTATED COMPONENT MATRIXCOMPONENT
16. I engage in a sufficient amount of physical activity on a weekly basis (SQ).0.892
20. My current amount of practicing physical activities is good (SQ).0.866
25. I am physically active on a weekly basis (H).0.842
17. I practice physical activities according to a precise weekly schedule (H).0.832
31. I practice physical activities on a weekly basis (H).0.827
21. I should be more physically active (IC).–0.763
26. I wouldn’t change anything in my weekly activity habits (SQ).0.682
23. I tend to stop practicing physical activities after the first flush (IC).–0.673
29. Being physically active doesn’t guarantee me a better health (LA).0.842
28. Being physically active wouldn’t benefit my current life situation at all (IC).0.811
19. Being physically active now doesn’t guarantee me health after 25 years (IC).0.690
18. Practicing physical activities decreases my other activities (LA).0.625
22. Being physically active would require great amounts of food (LE).0.804
27. Practicing physical activities as a hobby decreases my spontaneous and informal physical activity (LE).0.518
24. Practicing physical activity on a weekly basis takes me energy and time (LA).0.481
30. I tend to lie down on the couch after any form of physical activity (LE).0.441

[i] The EFA factored three components from the sixteen statements. EFA, explorative factor analysis; H, habit; IC, intertemporal choice; LA, loss aversion; LE, licensing effect; SQ, status quo.

Table 5

Third and final logistic regression model with new sum variables within.

VARIABLEβ EST.SEWALDDFSIG.95% CIEXP(β)95% CI (EXP)
LBUBEXP (LB)EXP (UB)
PASC = 0–4.3120.92721.6511<0.001–6.129–2.4960.0130.0020.082
PASC = 1–0.3780.6230.36910.543–1.5980.8420.6850.2022.321
PASC = 22.5990.70513.6091<0.0011.2183.98013.4503.38053.517
PASC = 35.3640.80943.9911<0.0013.7796.949213.57843.7721042.107
Age0.0760.02410.29910.0010.0300.1231.0791.0301.131
Factor 12.5000.29173.6521<0.0011.9293.07112.1826.88321.563
Factor 2–0.5580.1849.23310.002–0.918–0.1980.5720.3990.820

[i] From components of the factor analysis, two of them showed significance in the final OLR model along with age as a background variable. CI, confidence interval; df, degrees of freedom; Est., estimate; Exp., exponent; LB, lower bound; OLR, Ordinal Logistic Regression; PASC, Physical Activity Stages of Change; SE, standard error; Sig., significance; UB, upper bound.

DOI: https://doi.org/10.5334/paah.255 | Journal eISSN: 2515-2270
Language: English
Submitted on: Jan 21, 2023
Accepted on: Jun 3, 2023
Published on: Aug 8, 2023
Published by: Ubiquity Press
In partnership with: Paradigm Publishing Services
Publication frequency: 1 issue per year

© 2023 Laura Vainio, Jarmo Heinonen, published by Ubiquity Press
This work is licensed under the Creative Commons Attribution 4.0 License.