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Reinforcing Risk Perception to Induce Exercise Intention: Role of Systematic Interaction from Social Marketing Perspectives

Author

Listed:
  • Farooq Ahmad

    (Assistant Professor,Faculty of Management & Social Sciences,University of Okara, Okara, Punjab, Pakistan.)

  • Muhammad Nawaz Qaisar

    (Independent Researcher)

  • Syed Ali Raza Hamid

    (Assistant Professor, Hamdard Institute of Management Sciences,Hamdard University, Islamabad Campus, Pakistan.)

Abstract

The study examined the relationship between systematic interaction, fear appeals, and exercise intention using group-centered and participatory approaches. The longitudinal experimental design was used to understand the phenomenon of fear appeals (risk perception) for adopting sustained physical activities. The sample comprised two treatment conditions i.e. experimental group and control group to measure the impact of interventions for verification of the proposed conceptual model. The findings indicate that risk perception mediated the relationship between systematic interaction and exercise intention. Moreover, systematic interaction has a positive effect on risk perception and exercise intention. The findings conceptually advance the fear appeal theory with a new lens using a participatory paradigm to augment sustained behavior change. We advocate that use of systematic interaction adds value in expanding the scope of a theoretical base for marketing.

Suggested Citation

  • Farooq Ahmad & Muhammad Nawaz Qaisar & Syed Ali Raza Hamid, 2019. "Reinforcing Risk Perception to Induce Exercise Intention: Role of Systematic Interaction from Social Marketing Perspectives," Global Economics Review, Humanity Only, vol. 4(2), pages 24-38, June.
    • Handle: RePEc:aaw:journl:v:4:y:2019:i:2:p:24-38
    DOI: 10.31703/ger.2019(IV-II).03
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    References listed on IDEAS

    as
    1. Farooq Ahmad & Muhammad Kamran Naqi Khan & Shazia Hassan, 2018. "Fear Appeals Reinforcement in Social Marketing and Inducement of Behavioral Change," Global Social Sciences Review, Humanity Only, vol. 3(2), pages 321-344, June.
    2. Avdeenko, Alexandra & Gilligan, Michael J., 2015. "International Interventions to Build Social Capital: Evidence from a Field Experiment in Sudan," American Political Science Review, Cambridge University Press, vol. 109(3), pages 427-449, August.
    3. Benjamin Feigenberg & Erica Field & Rohini Pande, 2013. "The Economic Returns to Social Interaction: Experimental Evidence from Microfinance," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 80(4), pages 1459-1483.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Fear Appeals; Risk Perception; Systematic Interaction; Behavior Change;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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