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

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.