Investigating the Additive Effects of Demographics, Lifestyles, and Personality on Physical Activity Levels in Adult Consumers

Dae Hee Kwak, University of Maryland at College Park, USA
Stephen McDaniel, University of Maryland at College Park, USA
The present study attempts to answer the call for transformative consumer behavior research, by investigating social and psychological determinants of healthful physical activity. The relationship between demographics (e.g., age, gender, and race), lifestyle (e.g., TV viewing, smoking, and drinking), personality (e.g., sensation seeking) and the level of exercise was investigated by using a telephone survey of randomly selected adults (n = 790). Results suggest that demographics (gender and race) and lifestyle (smoking and TV viewing), along with personality (sensation seeking), were significant determinants of self-reported physical activity level. The implications of the findings discussed, along with future directions for research.
[ to cite ]:
Dae Hee Kwak and Stephen McDaniel (2007) ,"Investigating the Additive Effects of Demographics, Lifestyles, and Personality on Physical Activity Levels in Adult Consumers", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 472-474.