An interview with Dr. Chloë Williamson, Lecturer at the University of Edinburgh.We're not rational, and the guidelines and the way they're traditionally messaged and have been messaged assumes that humans are rational and that they'll do things that they know is good for them. But in actual fact, your day to day behavior is driven by what you enjoy. And if people can find a physical activity they enjoy and if that's how we can change the way people think about physical activity, to not being a chore, to not being a punishment, not being a way to just burn calories, but a way to have fun and feel good, then I think that's what we need to see.Dr. Chloë WilliamsonMotivation for researching physical activity messagingEffective physical activity messagingPhysical Activity Messaging FrameworkChecklist for physical activity messagingMessaging physical activity to new mothersMatching messaging to messaging channelsChanging how people think about physical activityPrioritizing enjoyment and short-term benefits in physical activity messaginghttps://www.movetolivemore.com/https://www.movetolivemore.com/bookhttps://www.linkedin.com/company/move-to-live-more@MovetoLiveMorehttps://www.researchgate.net/publication/357165934_The_Physical_Activity_Messaging_Framework_PAMF_and_Checklist_PAMC_International_consensus_statement_and_user_guide

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