While point-of-choice prompts consistently increase stair climbing, experimental comparisons of message content are rare. Here, the effects of 2 messages differing in complexity about the health outcomes obtainable from stair climbing were compared.
In a UK train station with 2 independent platforms exited by identical 39-step staircases and adjacent escalators, observers recorded travelers ascent method and gender from 8:00 A.M. to 10:00 A.M. on 2 weekdays during February/March 2008 (n = 48,697). Baseline observations (2-weeks) preceded a 3-week poster phase. Two posters (594 × 841mm) that differed in the complexity of the message were positioned at the point-of-choice between ascent methods, with 1 placed on each side of the station simultaneously. Logistic regression analysis was conducted in April 2010.
Omnibus analysis contained main effects of the intervention (OR = 1.07, CI = 1.02–1.13, P = .01) and pedestrian traffic volume (OR = 5.42, CI = 3.05–9.62, P < .001). Similar effects occurred for complex (OR = 1.10, CI = 1.02–1.18, P = .01) and simple messages (OR = 1.07, CI = 1.01–1.13, P = .02) when analyses controlled for the influence of pedestrian traffic volume. There was reduced efficacy for the complex message during busier periods (OR = 0.36, CI = 0.20–0.66, P = .001), whereas the simple message was immune to these effects of traffic volume.
Pedestrian traffic flow in stations can influence message effectiveness. Simple messages appear more suitable for busy sites.
Lewis is with the Dept of Primary Care Clinical Sciences, The University of Birmingham, Birmingham, West Midlands, United Kingdom. Eves is with the School of Sport and Exercise Sciences, The University of Birmingham, Birmingham, West Midlands,