Examining implicit cognitions in the evaluation of a community-wide physical activity program

Eval Program Plann. 2018 Aug:69:10-17. doi: 10.1016/j.evalprogplan.2018.04.001. Epub 2018 Apr 3.

Abstract

The purpose of this study was to incorporate measures of attentional bias and implicit attitudes in the evaluation of a community-wide physical activity program, UWALK, by examining the relationships among proximal, intermediate, and distal outcomes of the program as outlined in the hierarchy of effects model. UWALK incorporated various communication and marketing strategies via mass media, on- and off-line platforms. Participants (N = 127) reported unprompted then prompted awareness of UWALK followed by measures of attentional bias and implicit attitudes, watched a 30-second UWALK video, then completed a thought listing task and questionnaires measuring instrumental and affective attitudes, leisure time physical activity, and demographics. Results showed that participants with unprompted awareness of UWALK demonstrated attentional bias toward UWALK images, positive implicit attitudes, and greater physical activity participation compared to unaware counterparts. Attentional bias, awareness, and implicit attitudes significantly predicted behavior, accounting for 15.2% of the variance. This study emphasizes the importance of including measures of automatic cognitions during evaluation can further inform the effects of a program. The results also showed that it is problematic to assume that visiting a website indicates a program will be remembered and related cognitions will be affected.

Keywords: Automatic cognitions; Communication effect; Dual processing; Hierarchy of effects model; Outcome evaluation; Physical activity program.

Publication types

  • Evaluation Study
  • Research Support, Non-U.S. Gov't

MeSH terms

  • Adult
  • Alberta
  • Analysis of Variance
  • Attitude to Health*
  • Cognition*
  • Community Health Services
  • Cross-Sectional Studies
  • Exercise
  • Female
  • Health Promotion / methods*
  • Humans
  • Internet
  • Male
  • Mass Media
  • Middle Aged
  • Prejudice
  • Self Report
  • Surveys and Questionnaires
  • Task Performance and Analysis
  • Video Recording
  • Walking / psychology*