Fitness As Seen On TV products are among the most popular exercise devices in America. Viewers become more confident in their decision to purchase these products when scientific studies purport to demonstrate product effectiveness.

Most consumers do not question the research behind the claims. But if you look more closely, you may be surprised at the weird science and partial truths that help sell exercise equipment.

A review of the studies cited in ads for several abdominal devices revealed basic research flaws that may have contributed to more favorable product results:

1. There were very few participants in some of the studies. Very small sample sizes of only 10 or 12 young, fit individuals limited how well the findings applied to the general public to which the fitness products were marketed. In addition, unequal numbers of men and women were tested together, which further skewed the results when products targeted women.

2. The studies did not compare "apples to apples". Reports indicated that the fitness devices produced greater muscle involvement, but this occurred only when very different, more demanding exercises were compared to the standard crunch. The products yielded far worse results in many cases. Some advertisers did post the disclaimer that best results were displayed.

3. Marketers claimed that the products were more effective, but the researchers never conducted experiments to support that claim. They simply read the muscle activity meter (the EMG) for a variety of exercises, including the standard crunch. There was no basis to claim greater product effectiveness because there was no attempt to make equivalent comparisons by controlling for the number of muscles involved, speed, range of motion, or other important variables.

4. Powerful statistical tools were used for the analyses, but assumptions for their appropriate use were not met. Inappropriate statistics likely distorted the findings in favor of the products.

5. Publications of the research were either presented in alternative or nonprofessional journals, press releases, or were not disclosed at all. Without the due process of peer review required for article publication in a professional journal, there is no clear evidence that the studies met the scientific standards established by experts in the field.

Think like a scientist. Do not accept statements about the testing of fitness infomercial products at face value. Be objective and open, but remain skeptical, especially if results of testing sound too good to be true.

To avoid being misled by shaky science, release your inner researcher the next time a new, revolutionary product captures your attention. Gather your own information about the product claims before you purchase. You may find that some fitness products are not quite as amazing as marketers would have you believe.

Dr. Denise K. Wood is an educator and sport and fitness training consultant from Knoxville, TN and creator of www.womens-weight-training-programs.com She has trained a wide range of clients from beginners to Olympians. Dr. Wood is a former national track and field champion with years of international experience. She has been recognized as an outstanding professor in exercise science and research/statistics.

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It makes good sense to check out fitness equipment ratings posted by consumers who have already experienced the product you are interested in purchasing. Consumers can offer valuable insights about effectiveness, service, and other product qualities you may not have even considered.

Fitness equipment ratings by users, however, may swing excessively high or low for reasons unrelated to the product itself. It helps to understand the human factors that could influence the reliability of consumer reviews and to know how to extract useful information before you buy.

The Underraters

Consumers may rate a fitness product excessively low due to:

-Anger: Users who are truly dissatisfied seek to warn others about the perils of purchasing a fitness product. Their objectivity, perhaps tainted by anger, may cause them to post excessively harsh reviews as they air frustrations.

-Limited Experience: A new, inexperienced user may underrate a quality fitness product because they have not have exercised long enough to realize a training effect.

-The Promise of Fast Fitness: Users may be disappointed if they do not see immediate results because they bought into "fast fitness" marketing claims. Even the best exercise products will not produce rapid body transformations that exceed normal human capabilities for adapting to exercise.

-Competitors: Raters who are claiming poor results or scams may not be consumers at all. They may have another motive for underrating-to promote their own products.

-The Bandwagon Effect: Fitness equipment owners are sometimes influenced by having read negative reviews and they simply jump on the bandwagon.

The Overraters

There could be a bandwagon effect on the positive side, too, of course. Other psychological and emotional factors that can cause consumers to overrate fitness products include:

-Expectation: If the ads convince consumers to buy, they expect results, especially if the product is expensive. Expectations can positively influence initial perceptions of product effectiveness.

-Motivation: When consumers buy a new product, they are usually motivated to work out. Higher levels of motivation create increased effort, which produces better results even if the fitness device contributes only marginally.

-The Learning Effect: Reviewers may enthusiastically report immediate results. However, products that require novel movements or greater skill can appear to produce short-term results. Early gains are more likely due to the effect of learning than to physiological changes from exercise.

-Visible Results: Real measurable changes can occur from exercising with effective products. The excitement of making progress toward achieving one's goals can also prompt excessively positive fitness equipment ratings.

-Affiliation: Affiliates, who may or may not have purchased a product, stand to earn a commission by posting rave reviews at multiple sites.

How to Use Consumer Ratings

1. Visit a variety of websites to access consumer reviews about the very same product you are considering.

2. As best you can, try to determine whether the website or reviewers are in some way affiliated with the product.

3. Identify raters who have exercised regularly for at least six weeks-long enough to evaluate the physical training effect, as well as the durability of the product.

4. Sort out comments that appear to be fair and objective from those that are emotionally charged.

5. Read at least 30 reviews by users who meet the criteria described in 1-4.

6. Rely more on consistencies and trends, rather than extremes and exceptions, to form your overall impression of the product according to consumers.

Consumer fitness equipment ratings are just one resource for deciding whether or not a product suits your needs. Temper your overall impression of user ratings with published reports from independent consumer groups, such as Consumer Reports and the Federal Trade Commission, before you make your purchase.

Dr. Denise K. Wood is an educator and sport and fitness training consultant from Knoxville, TN and creator of www.womens-weight-training-programs.com She has trained a wide range of clients from beginners to Olympians. Dr. Wood is a former national track and field champion with years of international experience. She has been recognized as an outstanding professor in exercise science and research/statistics.

Article Source:http://www.articlesbase.com/equipment-articles/fitness-equipment-ratings-are-consumer-reviews-reliable-805722.html

While gym memberships have slid since 2006, home gym equipment sales continue to grow. Fitness infomercials are among the most popular TV commercials used to sell home exercise equipment. Of the six most profitable infomercial products, three are related to fitness. (1, 2)

Most of us dream about enjoying amazing workout results by investing only minimal time and effort. Fitness infomercials are designed to create this fantasy, which lulls us into purchasing products that may not live up to their claims.

The Successful Infomercial Program Profile and Fitness Products

Successful infomercial programs promote products that:

*are reasonably-priced,
*are revolutionary and innovative,
*cannot be found anywhere else,
*can make life easier and better, and
*produce immediate, transformational results. (3)

In order to fit this profile, marketers of fitness products often promote the fantasy of fast fitness. While the notion of undergoing a rapid body transformation appeals to the viewer, product claims may exceed the ability of the human body to achieve such accelerated results.

Many fitness gadgets have been taken to task by consumer groups for making unsubstantiated claims. While some products have been tested and shown to be reasonable supplements to a total exercise program, others are ineffective. (4, 5)

Despite consumer complaints and negative reviews, however, sales from fitness infomercials are booming. Why? Infomercial marketing tactics intrigue and motivate us to purchase a product regardless of its quality or effectiveness.

7 Common Marketing Tactics that Sell the Fast-Fitness Fantasy

These 7 common marketing tactics used in fitness infomercials target our emotions, establish product credibility, and offer bargains we can't seem to refuse.

1. Emotions: Ads aim at the very core of our being--our sense of self and, perhaps, our vanity. They strike the chords of our emotions and play on our universal dreams, desires, and needs.

Our imaginations begin to mold our fantasies. Next, they establish credibility and trust, while easing skepticism about the ability of the product to fulfill our dreams of scupting a gorgeous body.

2. Testimonials: We listen to the stories of peers who profess amazing results from using the product and toy with the notion that, just maybe, it will work for us, too.

3. Endorsements: We tend to trust the word of celebrities, trainers, and elite athletes. If Oprah endorses a product, that pretty much seals the deal for many of us.

4. Scientific research: If a fitness device is based on a new scientific discovery or is university tested, isn't that real proof that it is effective? Not necessarily!

Each of these confidence-building strategies has its shortcomings. Results claimed by compensated models may well be due to their total weight control and exercise program, rather than due to the product itself.

Scientific studies conducted or sponsored by manufacturers are often disclosed only upon request. Even results from university research may not be accurately represented in fitness infomercials, particularly if all of the findings do not support the fast-fitness profile. (5)

Nonetheless, according to one survey, viewers are more likely to trust infomercials than Congress, used car salesmen, and corporate executives! (3)

Once they have gained some reasonable level of our confidence in the product, they attempt to close the sale by:

5. Overcoming objections and upping the ante: Marketers emphasize the uniqueness of the product and urge us to accept no substitutes. They create a sense of urgency with limited-time offers and great bargains for the shopper in us.

6. Guaranteeing no risk: If you don't get results, you will get a full refund! So, what have you got to lose?

7. Being persistent: Fitness infomercials repeat the same message frequently. Repetition, particularly late at night when our subconscious minds are more vulnerable, may well tap into the power of suggestion that prompts the buy.

Sold! Viewers will generally watch for 13 to 15 minutes before calling.

Add-On Sales For More Quick Profits

The purchase decision may be just the beginning of profits from fitness infomercials. Shipping, handling, and taxes are expected. But as a new, enthusiastic buyer, beware that you are likely to encounter a barrage of add-ons before you have completed the transaction. Pay close attention, or your credit card may automatically be charged monthly for additional products. And later, if you exercise your money- back guarantee, you may get the runaround from an automated system.

All told, you may pay the original advertised price many times over and, unfortunately, never see results. At some point you may come to realize that your fast-fitness fantasy was, from the start, the manufacturer's quick-profit, dream-come-true at the expense of consumers.

Consumer Knowledge is Power

Do not let your emotions override patience and logic. Take a step back and research the fitness infomercial product and its claims. If you can move past the impulse buy:

*Check out user reviews on the specific product of interest.
*Visit consumer-related sites before buying exercise equipment.
*Ask the opinion of a fitness professional, preferably one who has formal training and an advanced degree in exercise science.
*If you decide that the product is worth a try, be sure to read the fine print on the website.

Educate yourself by learning fundamental exercise and weight control principles so that unsubstantiated product claims will be more transparent to you. Fitness knowledge gives you the power to prevent falling for the fast-fitness fantasy before you make the purchase.

References:

1. Consumer Reports. (2009, January 6). Tip of the day: Choose a home exercise machine to fit your budget. Retrieved January 19, 2009, from http://blogs.consumerreports.org/health/2009/01/home-workout.html?resultPageIndex=1&resultIndex=1

2. The Marqui Automation Company. (2005, May 7). The all-powerful infomercial. Retrieved January 18, 2009, from http://www.marqui.com/blog/the_allpowerful.aspx

3. Infomercial Marketing. (2006, April 7). The right kind of product for an infomercial is... Retrieved January 19, 2009, from http://infomercialmarketing.wordpress.com/2006/04/

4. Federal Trade Commission. (2003, November). Avoiding the muscle hustle: Tips for buying exercise equipment. Retrieved January 18, 2009, from http://www.ftc.gov/bcp/edu/pubs/consumer/alerts/alt113.shtm

5. Consumer Reports. (2009, January). Assessing exercise infomercials' claims. Retrieved January 19, 2009, from http://www.consumerreports.org/health/healthy-living/fitness/staying-fit/infomercial-exercise-2-08/how-they-tested/infomercial-exercise-equipment-how-they-test.htm

Dr. Denise K. Wood is an educator and sport and fitness training consultant from Knoxville, TN and creator of www.womens-weight-training-programs.com She has trained a wide range of clients from beginners to Olympians. Dr. Wood is a former national track and field champion with years of international experience. She has been recognized as an outstanding professor in exercise science and research/statistics.

Article Source:http://www.articlesbase.com/equipment-articles/fitness-infomercials-how-they-create-the-fastfitness-fantasy-for-quick-profits-805828.html