The balanced model of exercise introduction: persuading young adults to practice a sport through a balanced pursuit of meaningful goals

Physical activity is often perceived as a sacrifice that is necessary to obtain health benefits on the long run (Baumeister & Vohs, 2007), and the typical approach to promote exercise habits involves framing extrinsically-rewarded goals in negative or threatening contexts. Consequently, to exercise, many people require strong doses of self-regulation that tax on their inner resources of willpower (Keller & Lehmann, 2008). Not surprisingly, the response tends to be modest and often results in less than optimal exercise initiation and even lower rates of adherence to an exercise routine. Based on extant literature about self-determination (Deci & Ryan, 2000, 2002, 2008a, 2008b), I argue that long-lasting exercise habits among young adults can be induced more effectively by portraying exercise as a non-sacrificial leisure alternative that is not only beneficial but also intrinsically rewarding. I tested this assertion by attempting to persuade undergraduate students to engage in a sport practice, using tailored marketing communications.