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Completed in 2003, this major national study continues the trending initiated in 1996 on fitness attitudes of the American public. Among many other topics, this futuristic study probes tax reform as it relates to healthy living expenditures; it examines the epic struggle between the three major forces that will compete for the fitness dollars of Americans: "magic pills", weight loss programs and physical exercise; it analyzes the success of various weight loss methods and provides unique documentation on the comparative results of weight-loss strategies: Are health club members more successful? Most important, the report identifies the key marketing target for health clubs in the New Millennium, and sets forth the strategy for recruitment and retention of Consciousness III — "Uninitiated Believers."
410 pages
TABLE OF CONTENTS
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| I |
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INTRODUCTION: A THUMBNAIL HISTORY OF THE U.S. FITNESS MOVEMENT |
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| II |
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SUMMARY OF KEY FINDINGS |
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| III |
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PHYSICAL FITNESS IN THE HIERARCHY OF PERSONAL VALUES |
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• Importance of Personal Values |
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• Satisfaction with Values |
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• Importance vs. Satisfaction: Gaps In Need Fulfillment |
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| IV |
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ATTITUDES VS. BEHAVIOR |
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| V |
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THE LEVELS OF FITNESS CONSCIOUSNESS |
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• I |
"Non-Believers" |
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• II |
"Indifferent" |
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• III |
"Uninitiated Believers" |
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• IV |
"Hard-Core Participants" |
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| VI |
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NEW DIMENSIONS IN FITNESS MEASUREMENT |
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Motivational Perspectives |
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Regularity of Exercise |
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Duration of Exercise |
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Exercise Intensity |
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Sports/Exercise Enjoyment Ratings |
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| VII |
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PSYCHOLOGICAL STRESS: INVISIBLE PUBLIC HEALTH ENEMY NUMBER ONE |
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| VIII |
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DIETING AND WEIGHT LOSS |
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• Perceived Bodyweight |
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• Eating Habits |
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• Weight Control Behavior |
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• Comparative Success of Weight Loss Strategies |
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| IX |
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ATTITUDES TOWARD HEALTH CLUBS |
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| X |
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THE HEALTH CLUB INDUSTRY: PRESENT AND FUTURE CHALLENGES |
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• The "Fat and Fit" Philosophy |
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• The "Magic Pill" |
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• Exercise "Lite" |
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| XI |
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STRATEGY FOR THE NEW MILLENNIUM: THE PURSUIT OF CONSCIOUSNESS III |
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| XII |
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COMPARATIVE HEALTH & LIFESTYLE INDICATORS |
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| XIII |
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INFORMATION TECHNOLOGY AND FITNESS |
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• Interest in Monitoring Personal Fitness Indicators |
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• Usage of Fitness Measurement Devices |
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• Fitness Information Accessed on Internet |
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PUBLIC OPINION & THE SUBSIDIZATION OF HEALTHY LIFESTYLES |
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| XV |
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METHODOLOGY |
