Distinctive features of goal conflict as a barrier to exercise

Abstract

Aims of this study were to establish unique effects of goal conflict on exercise, beyond those of initial motivation, and to test the hypothesis that goal conflict differentiates individuals' responses to exercise promotion using positive and negative message frames. A new measure of goal conflict was administered to undergraduates in a preliminary survey. Of these respondents, 150 with high exercise motivation participated in this study. Participants estimated their past-week physical activity. Following random assignment, they evaluated a positively or negatively framed exercise-promotion brochure. They then completed motivational measures of their attitudes, subjective norms, perceived behavioural control, and intentions to exercise. Two weeks later, participants again estimated their past-week physical activity. Participants' frequency and duration of vigorous activity (at follow-up) were negatively related to goal conflict after controlling for the motivational measures. Participants' frequency of vigorous and moderate exercise increased significantly from baseline to follow-up, after exposure to either message frame. The increase in moderate activity was due to participants with low goal conflict who received the positive frame, whereas the increase in vigorous activity was due to those with high goal conflict who received the negative message frame. In sum, goal conflict predicts less frequently engaging in exercise, even among individuals who are highly motivated and equated on supporting beliefs and intentions. Although positively framed messages are generally advised for promoting exercise, high goal conflict predisposes individuals to respond favorably to messages that are negatively framed.