Implicit and explicit evaluations of a mass media physical activity campaign: Does everything get better?

The purpose of this research was to evaluate a population level mass media campaign using implicit (i.e., automatic) and explicit (i.e., non-automatic) measures of evaluations and to determine if discrepant or summed evaluations were associated with endorsing campaign objectives: that physical activity can improve relationship-related, mind-related, or body-related outcomes. Participants (N = 1600) completed an online survey which included a...