Time and money are spent by organizations to create messages that try to change attitudes and behaviours about heart disease and related preventive behaviours like physical activity. It is important to evaluate these messages and find ways to improve them. Important questions not included in many evaluation studies are how people look for information and what they do with it once they find it. Another important issue that is often neglected is the 'gut reaction' to messages. This reaction is important and may explain the effect a message might have, especially when many people don't take the time to think about a message. My research addresses these issues in relation to physical activity as a preventative behaviour for heart disease in women.