Implicit and explicit evaluations of a mass media physical activity campaign: Does everything get better?

The purpose of this research was to evaluate a population level mass media campaign using implicit (i.e., automatic) and explicit (i.e., non-automatic) measures of evaluations and to determine if discrepant or summed evaluations were associated with endorsing campaign objectives: that physical activity can improve relationship-related, mind-related, or body-related outcomes. Participants (N = 1600) completed an online survey which included a single-category implicit association task that measured more automatic or implicit evaluative responses of images from the campaign. The survey also included questions assessing prompted awareness of the campaign, explicitly measured evaluations of the advertisements, and evaluations of whether participating in physical activity makes one’s relationships, mind, or body better. Results showed participants who rated the advertisements as more appealing exhibited more positive implicit evaluations of the campaign. Evaluating the ads as offensive was negatively related to explicit evaluations of whether physical activity makes relationships, mind, or body better; past behaviour and sum and discrepancy scores were positively related to endorsing relationship, mind, and body outcomes. By including implicit evaluation of a playful and creative campaign designed to influence perceptions of what physical activity can make better, this research highlighted that campaign creators should carefully consider what to include. Discrepant evaluations may indicate benefits that could be highlighted because evaluation of them is more amenable to change. Based on current findings, one possible focus of such campaigns may be the relationship-related benefits of PA.