A Communication Inequalities Approach to Disparities in Physical Activities: The Case of the VERB Campaign

This study focuses on the VERB campaign and explores whether the campaign effects differed across socioeconomic status and race/ethnicity groups. Using a three-wave longitudinal survey dataset, this study found that the effects of exposure to the VERB campaign on behaviors were mediated by descriptive norms, perceived behavioral control (PBC), and intentions. More importantly, the VERB campaign increased intentions of being physically active by affecting PBC and descriptive norms across all social groups. When the link between intentions and behavior was taken into consideration, however, disparities between high and low SES, and majority and minority racial/ethnic group children emerged. The implications of this study for research on health disparities and public health communication campaigns are discussed.