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Article

French

ID: <

10.4000/communiquer.110

>

·

DOI: <

10.4000/communiquer.110

>

Where these data come from
Typology of young people with regard to the practice of appropriate physical activities and communication strategies to promote it

Abstract

This research identifies the profiles of youth aged 15 to 17, having an impact on their level of physical activity, and identifies the characteristics of communication strategies promoting an active lifestyle. A differentiated social marketing approach based on segmentation (age, gender and lifestyle) was used to structure this project.The comments collected from eight focus groups, conducted with young people (n = 68) from urban, semi-urban and rural Quebec, define different youth profiles according to their type of leasure activities, clothing, interests or behavior. This typology presents five categories in relation to the practice of physical activity : physical performance ; figurative appearance ; cognitive and technological giftedness ; group resonance ; social distance. Differentiated social marketing segmentation by age, gender, and lifestyle should focus on motivational arguments related to personality traits, relationships and pleasure of students.

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