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Changing behaviour

Dr Barbara Jamieson, Senior Teaching Fellow

Faculty Blog

Developing positive attitudes to exercise and participation in sports is an important starting point toward achieving changes in behaviour (Consumer Behaviour Module 13).

Our attitudes are learned through our past experiences of exercise and participation in sports, through the messages transmitted by mass media communications, and through information supplied by opinion leaders, formers and followers.

Our exposure over these past few weeks to so many positive messages, and, if we have been lucky, our own personal experience attending sporting events, have created such strong impressions that many people are now revisiting their attitudes to exercise and participation in sports. But will this translate into actual behaviour change? Much depends on facilities and opportunities being available. There is a lot of discussion in the UK right now about sharing sports facilities, volunteering and providing more physical education in schools. Let's hope all the talk leads to some action which can "keep the flame alive".