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Table 3 Summary of results (Product Benefits)

From: Qualitative developmental research among low income African American adults to inform a social marketing campaign for walking

Question & theme

Males

Females

Best things about Exercising

  

 Relieves stress/ tension

“I really enjoy working out because it’s a stress release.”

“enjoying walking through the neighborhood”

 Being physically  fit

“it gives me a joy to, to be able to exercise my body so that I can stay physically fit.”

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 Mental  wellness

“it helps you clear your mind to just feel better, especially when you do it in the morning times, you know. You just feel better all day.”

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 Health

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“health wise and I feel better when I, when I walk”

 Weight

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“you look forward to the possibility of going down a size and so that, you know, that gives you that incentive to get out there and do a little more.”

 Increased  energy

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“When I was walking in the afternoon I, I just felt, you know, rejuvenated”

Best things about walking

  

 Meditation  time

“When I’m walking, I, I get a lot of, I can do a lot of thinking and a lot of things will come to me that I, I do a lot of studying. I can think more, it will be more clear to me and I can see a lot of things and hear a lot of things and I, like that because it, it’s nothing there to block me.”

“I like walking just cause just cause it kind of just, you can totally zone out everything. Your mind is just totally empty. You don’t have to think about anything, you just do it.”

 Outside time

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“when I walk I observe the trees, many different animals that I haven’t seen in a long time, you know, I’ll stop and look at them or, you know just take in the fresh air, you know, that can be very relaxing. That’s one of the things that I admire. Yeah, just enjoying nature and being thankful.”

 Family bonding  time

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“it’s also quality time for my husband and I.”

 Health benefits

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“I know for myself with my cholesterol was elevated and I started walking. And I refused to take the medication and I just walked and so there was an improvement in my cholesterol level. So when you do exercise and you see the benefits.”

Environmental “Convenience” factors

  

 Close location

“the park just a skip and a jump from my house”

“And the next thing is I run at the park and it’s only like a two, 30 second drive away from me”

 A way to  measure walk

“I’m the type person needs to measure what I’ve done.”

“they have a track there now that’s really nice, you know, be able to walk on and they actually have a scale that kind of measures your distance”

Environmental “Fun” factors

  

 Aesthetics

“the scenery, especially in the spring and in the fall of the year is really beautiful and sometimes it gets your attention. You really slow down and stop and take a good look.”

“the scenery, you in the space, it’s the country that makes it fun. Just being able and, you know, hearing nature, hearing the birds and all of that stuff. It just, really does a lot for your spirit.”

 People

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“what makes it fun for me is I run into people that I know”