To determine whether athletes are confused about supplementation, this study examines the relative levels of adult runners’ and triathletes’ preferences for postexercise recovery drink attributes (price, fat, taste, scientific evidence, and endorsement by a celebrity athlete), and the ways those preferences segment. It then examines the effect of athlete characteristics on segment and drink choice. Only a plurality of athletes (40.6%) chose a carbohydrate-protein postexercise recovery drink (the optimal choice), despite the fact that they valued scientific evidence highly. Athletes disliked or were indifferent to endorsement by a celebrity athlete, moderately disliked fat, and slightly preferred better tasting products. Cluster analysis of part-worths from conjoint analysis identified six market segments, showing that athletes anchored on one or two product attributes when choosing among alternatives. Multinomial logistic regression revealed that media influence, hours trained, market segment, gender, and the athlete’s sport significantly predicted drink choice, and that segment partially mediated the effect of sport on drink choice. Findings demonstrate confusion among athletes when there are competing products that each claim to support their training.
Search Results
Coping with a Cluttered Marketplace: Athlete Choice of Products to Support Training*
Brianna L. Newland, Laurence Chalip, and John L. Ivy
Evaluating Name, Image, Likeness Partnerships for Women in the NCAA
Paige Mooney and Melissa Davies
-a-year seminar on how to leverage their name, image, and likeness. Serena has participated in a few major endorsements already due to her high following. She has created social media content promoting various make-up products and a protein powder. Serena most likely will not be pursuing her athletic career
The Identity Work of Health-Conscious Sport Fans
Aaron C. Mansfield, Matthew Katz, and Elizabeth B. Delia
that, earlier in life, he attempted to remain his health-conscious “self” while engaging in fandom. He brought healthy fare to live games and watch parties, packing chicken breasts, protein shakes, and flavored water. However, he shared that this decision resulted in tense conversations: I would get
