Abstract
Physical activity (PA) is considered essential to overall health, yet it is consistently reported that children worldwide are failing to meet the recommended levels. Affective responses are a potential predictor of long-term PA engagement due to their bidirectional relationship with PA. One way to influence the affective response to PA may be to influence the environment in which it takes place; a method of doing this is to immerse children using a narrative with characters. The aim of this research was to compare the effects of using a Disney branded, compared to a non-branded, PA session on children’s post activity affective responses and perceived effort of PA. 32 children participated (aged between 4-11 years) and they each completed four sessions of branded activities, and four sessions of unbranded activities. The results showed that children had similar positive affective responses and perceived effort to branded and unbranded activities, and qualitative feedback from parents supported this. However, a secondary finding from qualitative thematic analysis was that parents considered branding a key contributing factor to children’s enjoyment and the effort they put into the PA sessions. Future research into influencing the affective response through the environment should carefully consider how to capture this during the activity. Lastly, the research was conducted during the period of the COVID-19 lockdown and so should be interpreted in this context. Conceptual replication outside of this should be an aim of future research.