Behavioral economics is a relatively new field of economics that uses experimental techniques to produce insights about human decision-making. One of its key findings is that people's preferences for actions are not absolute, but rather relative to some anchor point, and can therefore be influenced by changing the anchor. Anchor points can be social norms, habits acquired in childhood, or a cultural frame-whether physical activity is presented as fun or as drudgery. Physical activity promotion can benefit by intervening on these anchors, but doing so is most effective when it is undertaken for society as a whole. Behavioral economics accordingly suggests that physical activity promotion should incorporate attempts at a cultural shift to support individual health-promotion efforts.