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Based on the principles of the Social Identity Approach (SIA), the present experiment aimed to examine the impact of communicating descriptive age norms on older adults’ autonomous motivation to exercise. Under the cover of a marketing study, older adults ( n  = 120; age = 65–70 years) participated in a newly created exercise activity, ‘Pattern Stepping’. This activity was framed as an activity that was descriptively normative either for older adults, for younger adults, for both groups, or for none. Repeated measures ANOVAs revealed that participants felt greater satisfaction of their basic psychological needs and were more autonomously motivated to exercise if Pattern Stepping was framed as an activity popular among the young, rather than among older adults. These findings suggest that framing an exercise as descriptively normative for the elderly can thwart older adults’ autonomous motivation if they do not identify as an older adult.

The effect of descriptive age norms on the motivation to exercise among older adults