Physical activity as an investment or consumption good-a mixed methods approach.

Pairing physical activity with pleasant associations could be a direction for effective physical activity promotion. It is important to enable people to test different physical activity types in order to find the type of physical activity which gives them most joy and pleasure. If one is conducting physical activity purely as an investment in health, the amount of activity is less than when the activity is combined with enjoyment. Getting pleasure from physical activity should be the main target when we try to increase physical activity among people who have previously not enjoyed physical activity.