Examining implicit cognitions in the evaluation of a community-wide physical activity program. (August 2018)

• Record Type: Journal Article
• Authors: Yun, Lira; Berry, Tanya R.
• Is Part Of: Evaluation and program planning. Volume 69(2018)
• Page Start: 10
• Page End: 17
• Publication Date: 2018-08
• Subjects: Automatic cognitions -- Dual processing -- Physical activity program -- Outcome evaluation -- Hierarchy of effects model -- Communication effect; Health planning -- Periodicals; Medical care -- Evaluation -- Periodicals; 362.1068
• DOI: 10.1016/j.evalprogplan.2018.04.001
• Languages: English
• ISSNs: 0149-7189

Abstract

Highlights: Measurements of automatic cognitions can provide additional information when evaluating health promotion programs. Automatic cognitions can be incorporated into the hierarchy of effects model to guide understanding of program effects. The study identifies a problem of using self-reported responses and website analytics to assess program engagement. Abstract: The purpose of this study was to incorporate measures of attentional bias and implicit attitudes in the evaluation of a community-wide physical activity program, UWALK, by examining the relationships among proximal, intermediate, and distal outcomes of the program as outlined in the hierarchy of effects model. UWALK incorporated various communication and marketing strategies via mass media, on- and off-line platforms. Participants ( N = 127) reported unprompted then prompted awareness of UWALK followed by measures of attentional bias and implicit attitudes, watched a 30-second UWALK video, then completed a thought listing task and questionnaires measuring instrumental and affective attitudes, leisure time physical activity, and demographics. Results showed that participants with unprompted awareness of UWALK demonstrated attentional bias toward UWALK images, positive implicit attitudes, and greater physical activity participation compared to unaware counterparts. Attentional bias, awareness, and implicit attitudes significantly predicted behavior, accounting for 15.2% of the variance. This study emphasizes the importance of including measures of automatic cognitions during evaluation can further inform the effects of a program. The results also showed that it is problematic to assume that visiting a website indicates a program will be remembered and related cognitions will be affected.