在進化心理學中，健身運動被視為一種自我提升的策略，人們可以藉由健身運動，打造理想的身材，進而增加在求偶競爭中勝出的機率。由於兩性選擇伴侶的偏好不同，我們提出兩性在伴侶守衛動機—如何留住伴侶，的認知差異將導致他們採取不同的運動策略(力量訓練和體重管理)，進而使他們對於不同的運動類型健身廣告產生不同的態度。本研究包括兩個實驗，實驗一探討了「伴侶守衛動機」對於「運動策略傾向」的影響，結果顯示當伴侶守衛動機被激發時(相較於未被激發)，受試者的運動策略之傾向皆有所增加；且在女性群體中，採取體重管理的策略傾向具有顯著差異；實驗二則探討了是否兩性不同的「運動策略傾向」中介了「伴侶守衛動機」與「健身廣告態度」的關係，其結果未達顯著的中介效果。作為第一個整合進化心理學於健身行銷的研究，我們基本確立了伴侶守衛動機有助於提升消費者的運動傾向；此外，我們的結果也揭示了兩性大腦中有關伴侶守衛的認知結構是如何與健身行銷相關的，並指出伴侶守衛動機作為健身廣告元素的潛力，提供了行銷者基於伴侶守衛動機的可能方案。

Based on evolutionary psychology, workout is regarded as a self-promotion tactic, by which people can build an ideal figure and thereby increase the probability of winning in a mating competition. Due to the different preferences of both sexes in selecting a mate, we propose that the cognitive differences in mate-guarding motive of both sexes—how to retain a mate, will lead them to adopt different exercise tactics (strength enhancement versus weight management), which will further get them to generate different attitudes towards different types of workout advertising.
This study includes two experiments. Experiment 1 explores the effect of “mate-guarding motive” on “exercise tendency”. The results of experiment 1 show that when mate-guarding motive is activated (compared to not activated), the subjects’ both exercise tendencies (strength enhancement and weight management) increase. Specifically, in the female group, there is a significant effect on tendency to adopt weight management when mate-guarding motive is activated. Experiment 2 explores whether the sex-specific “exercise tactic” mediate the relationship between “mate-guarding motive” and “attitude towards workout advertising”. The results do not indicate a significant meditation effect. As being the first to integrate evolutionary psychology into workout marketing, we essentially confirm that mate-guarding motive contributes to consumers' higher exercise tendencies. Moreover, our results unveil how the cognition related to mate-guarding in humans’ brains is relevant to workout marketing, and we also point out the potential of mate-guarding motive as an element for workout advertising.

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