Qualitative elicitation of affective beliefs related to physical activity

•Positive affective beliefs included Social Involvement, Body States and Esteem.•Negative affective beliefs included Time, Physical Unpleasantness, Obligation.•Examples and comparison of pleasurable/displeasurable body states.•PA engagement for the sake of enjoyment alone.

ObjectivesBased on previous research that has identified affective attitude as a distinct predictor of physical activity (PA) behavior, the purpose of this pilot study was to elicit affective beliefs toward physical activity using qualitative data generated through specific open-ended questions.MethodsA sample of 126 undergraduate students participated in this study. Four open-ended questions based on the theory of planned behavior were posed to elicit affective beliefs. A content analysis was used to categorize and code data by theme based on common responses that emerged in the elicitation. A frequency count of the responses falling into each category was then conducted to establish which affective beliefs were the most common. The themes were established by two researchers and reviewed for internal homogeneity and external heterogeneity by a third party.ResultsThe results highlight key beliefs related to affective attitude. In descending rank order; Social Involvement, Pleasant Body States, Esteem, Improved Psychological Outcome, and General Enjoyment were the most common affective beliefs for PA involvement. Feelings arising from Time Issues/Conflict, Physical Unpleasantness, PA Environment, and Necessity/Obligation were the most common negative affective beliefs.ConclusionsThe results suggest that promoting enjoyment rather than necessity of PA and encouraging variety in PA may be effective. Addressing the importance of aesthetically pleasing environments and highlighting social interaction as a strategy rather than merely a norm or a form of support in behavioral research may be important.