What walking means to moms: Insights from a national sample to frame walking in compelling ways to low-income urban mothers

Michelle L. Segar, Katie M. Heinrich, Susan G. Zieff, Rodney Lyn, Jeanette Gustat, Nancy O Hara Tompkins, Cynthia Perry, M. Renée Umstattd Meyer, Daniel Bornstein, Alicia Manteiga, Amy A. Eyler

Research output: Contribution to journalArticle

8 Citations (Scopus)

Abstract

Population-wide initiatives aim to educate individuals about the benefits of walking, such as Step It Up! (United States), Walking for Health (England), and Canada Walks (Canada). Low-income women are a strategic group to target for walking communications because lower-income individuals and women have lower rates of physical activity than the general population and men. For messages to motivate mothers to walk, however, they need to frame walking in ways that makes walking sufficiently relevant and compelling. We investigated what walking means to low-income urban mothers as a first step toward identifying more compelling and motivating ways to frame and communicate about walking to them. Focus groups were conducted across seven different urban areas in the United States among low-income urban mothers (n=52) and transcribed. Grounded theory was used to code and analyze the data. This study identified salient beliefs, barriers, and life concerns that should be addressed when framing and branding walking to low-income urban mothers. Communications emphasizing dose-based recommendations (e.g., time, intensity) are irrelevant to mothers' lives and also appear to be confusing as well as ineffective motivators. While some participants desired experiential benefits from walking, such as time with family, others sought instrumental benefits, such as losing weight. Regardless of the benefits desired, however, there was a general consensus that walking was a low daily priority. Thus, for messages to successfully promote walking, they need to imbue walking with a compelling meaning that makes walking relevant to mothers in ways that can help them achieve their daily needs and wants. In addition, future communications should address the potentially negative meanings and stress low-income mothers experience when walking is a compulsory form of transportation. These data offer insights into preliminary suggestions for framing walking to boost its daily relevance, desirability, and usefulness to low-income urban mothers.

Original languageEnglish (US)
JournalJournal of Transport and Health
DOIs
StateAccepted/In press - 2016

Fingerprint

Walking
low income
Mothers
Communication
communications
Health
Canada
grounded theory
urban area
Group
Focus Groups
England
health
Population
Consensus
experience
Exercise

Keywords

  • Branding
  • Communication
  • Framing
  • Mothers motivation
  • Walking

ASJC Scopus subject areas

  • Pollution
  • Safety, Risk, Reliability and Quality
  • Safety Research
  • Public Health, Environmental and Occupational Health
  • Health Policy
  • Transportation

Cite this

What walking means to moms : Insights from a national sample to frame walking in compelling ways to low-income urban mothers. / Segar, Michelle L.; Heinrich, Katie M.; Zieff, Susan G.; Lyn, Rodney; Gustat, Jeanette; Tompkins, Nancy O Hara; Perry, Cynthia; Umstattd Meyer, M. Renée; Bornstein, Daniel; Manteiga, Alicia; Eyler, Amy A.

In: Journal of Transport and Health, 2016.

Research output: Contribution to journalArticle

Segar, ML, Heinrich, KM, Zieff, SG, Lyn, R, Gustat, J, Tompkins, NOH, Perry, C, Umstattd Meyer, MR, Bornstein, D, Manteiga, A & Eyler, AA 2016, 'What walking means to moms: Insights from a national sample to frame walking in compelling ways to low-income urban mothers', Journal of Transport and Health. https://doi.org/10.1016/j.jth.2016.06.004
Segar, Michelle L. ; Heinrich, Katie M. ; Zieff, Susan G. ; Lyn, Rodney ; Gustat, Jeanette ; Tompkins, Nancy O Hara ; Perry, Cynthia ; Umstattd Meyer, M. Renée ; Bornstein, Daniel ; Manteiga, Alicia ; Eyler, Amy A. / What walking means to moms : Insights from a national sample to frame walking in compelling ways to low-income urban mothers. In: Journal of Transport and Health. 2016.
@article{cf586f40307a4f489c11aca74d36b602,
title = "What walking means to moms: Insights from a national sample to frame walking in compelling ways to low-income urban mothers",
abstract = "Population-wide initiatives aim to educate individuals about the benefits of walking, such as Step It Up! (United States), Walking for Health (England), and Canada Walks (Canada). Low-income women are a strategic group to target for walking communications because lower-income individuals and women have lower rates of physical activity than the general population and men. For messages to motivate mothers to walk, however, they need to frame walking in ways that makes walking sufficiently relevant and compelling. We investigated what walking means to low-income urban mothers as a first step toward identifying more compelling and motivating ways to frame and communicate about walking to them. Focus groups were conducted across seven different urban areas in the United States among low-income urban mothers (n=52) and transcribed. Grounded theory was used to code and analyze the data. This study identified salient beliefs, barriers, and life concerns that should be addressed when framing and branding walking to low-income urban mothers. Communications emphasizing dose-based recommendations (e.g., time, intensity) are irrelevant to mothers' lives and also appear to be confusing as well as ineffective motivators. While some participants desired experiential benefits from walking, such as time with family, others sought instrumental benefits, such as losing weight. Regardless of the benefits desired, however, there was a general consensus that walking was a low daily priority. Thus, for messages to successfully promote walking, they need to imbue walking with a compelling meaning that makes walking relevant to mothers in ways that can help them achieve their daily needs and wants. In addition, future communications should address the potentially negative meanings and stress low-income mothers experience when walking is a compulsory form of transportation. These data offer insights into preliminary suggestions for framing walking to boost its daily relevance, desirability, and usefulness to low-income urban mothers.",
keywords = "Branding, Communication, Framing, Mothers motivation, Walking",
author = "Segar, {Michelle L.} and Heinrich, {Katie M.} and Zieff, {Susan G.} and Rodney Lyn and Jeanette Gustat and Tompkins, {Nancy O Hara} and Cynthia Perry and {Umstattd Meyer}, {M. Ren{\'e}e} and Daniel Bornstein and Alicia Manteiga and Eyler, {Amy A.}",
year = "2016",
doi = "10.1016/j.jth.2016.06.004",
language = "English (US)",
journal = "Journal of Transport and Health",
issn = "2214-1405",
publisher = "Elsevier BV",

}

TY - JOUR

T1 - What walking means to moms

T2 - Insights from a national sample to frame walking in compelling ways to low-income urban mothers

AU - Segar, Michelle L.

AU - Heinrich, Katie M.

AU - Zieff, Susan G.

AU - Lyn, Rodney

AU - Gustat, Jeanette

AU - Tompkins, Nancy O Hara

AU - Perry, Cynthia

AU - Umstattd Meyer, M. Renée

AU - Bornstein, Daniel

AU - Manteiga, Alicia

AU - Eyler, Amy A.

PY - 2016

Y1 - 2016

N2 - Population-wide initiatives aim to educate individuals about the benefits of walking, such as Step It Up! (United States), Walking for Health (England), and Canada Walks (Canada). Low-income women are a strategic group to target for walking communications because lower-income individuals and women have lower rates of physical activity than the general population and men. For messages to motivate mothers to walk, however, they need to frame walking in ways that makes walking sufficiently relevant and compelling. We investigated what walking means to low-income urban mothers as a first step toward identifying more compelling and motivating ways to frame and communicate about walking to them. Focus groups were conducted across seven different urban areas in the United States among low-income urban mothers (n=52) and transcribed. Grounded theory was used to code and analyze the data. This study identified salient beliefs, barriers, and life concerns that should be addressed when framing and branding walking to low-income urban mothers. Communications emphasizing dose-based recommendations (e.g., time, intensity) are irrelevant to mothers' lives and also appear to be confusing as well as ineffective motivators. While some participants desired experiential benefits from walking, such as time with family, others sought instrumental benefits, such as losing weight. Regardless of the benefits desired, however, there was a general consensus that walking was a low daily priority. Thus, for messages to successfully promote walking, they need to imbue walking with a compelling meaning that makes walking relevant to mothers in ways that can help them achieve their daily needs and wants. In addition, future communications should address the potentially negative meanings and stress low-income mothers experience when walking is a compulsory form of transportation. These data offer insights into preliminary suggestions for framing walking to boost its daily relevance, desirability, and usefulness to low-income urban mothers.

AB - Population-wide initiatives aim to educate individuals about the benefits of walking, such as Step It Up! (United States), Walking for Health (England), and Canada Walks (Canada). Low-income women are a strategic group to target for walking communications because lower-income individuals and women have lower rates of physical activity than the general population and men. For messages to motivate mothers to walk, however, they need to frame walking in ways that makes walking sufficiently relevant and compelling. We investigated what walking means to low-income urban mothers as a first step toward identifying more compelling and motivating ways to frame and communicate about walking to them. Focus groups were conducted across seven different urban areas in the United States among low-income urban mothers (n=52) and transcribed. Grounded theory was used to code and analyze the data. This study identified salient beliefs, barriers, and life concerns that should be addressed when framing and branding walking to low-income urban mothers. Communications emphasizing dose-based recommendations (e.g., time, intensity) are irrelevant to mothers' lives and also appear to be confusing as well as ineffective motivators. While some participants desired experiential benefits from walking, such as time with family, others sought instrumental benefits, such as losing weight. Regardless of the benefits desired, however, there was a general consensus that walking was a low daily priority. Thus, for messages to successfully promote walking, they need to imbue walking with a compelling meaning that makes walking relevant to mothers in ways that can help them achieve their daily needs and wants. In addition, future communications should address the potentially negative meanings and stress low-income mothers experience when walking is a compulsory form of transportation. These data offer insights into preliminary suggestions for framing walking to boost its daily relevance, desirability, and usefulness to low-income urban mothers.

KW - Branding

KW - Communication

KW - Framing

KW - Mothers motivation

KW - Walking

UR - http://www.scopus.com/inward/record.url?scp=84979695539&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84979695539&partnerID=8YFLogxK

U2 - 10.1016/j.jth.2016.06.004

DO - 10.1016/j.jth.2016.06.004

M3 - Article

AN - SCOPUS:84979695539

JO - Journal of Transport and Health

JF - Journal of Transport and Health

SN - 2214-1405

ER -