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Sarah Kelly and Michael Ireland

images of alcohol consumption and obscures the negative consequences ( Williams, 2007 ). Previous research has suggested that alcohol marketing in the sport industry has correlated with increasing consumption among athletes ( Kelly et al., 2014 ; O’Brien et al., 2013 ; Zhou, Heim, & Levy, 2016 ). The

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Ted Hayduk III

consistent patterns of consumption ( Smith & Stewart, 2013 ; Trail et al., 2000 ). However, modern sport consumers are more complex than the pathologically unwavering version mythologized in popular culture (e.g.,  Jensen, 1992 ). A growing emphasis on sport consumers’ points of attachment (POAs) with a

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Adam Karg, Heath McDonald, and Civilai Leckie

Sport consumption is defined as “the manner in which a spectator interacts with the witnessed action that occurs during an event” ( Madrigal, 2006 , p. 268). Professional sports, like many products, are consumed via different channels. Live attendance is the traditional way to view sports, but

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Sarah Jane Kelly, Michael Ireland, Frank Alpert, and John Mangan

An online survey was conducted to examine the alleged association between alcohol sponsorship of sports and alcohol consumption and attitudes toward sponsoring brands by Australian university sportspeople (i.e., university students representing their university in competitive sports; N = 501; 51% female). A third (33%) of participants reported receipt of alcohol industry sponsorship. Multiple regression analysis revealed an association between disordered consumption (i.e., alcohol abuse) and sportspeople’s receiving direct-to-user sponsorship in the form of product samples, volume club rebates, vouchers, or prizes. Positive attitudes toward alcohol sponsorship in sport correlated with dangerously excessive (i.e., acute) drinking. The evidence suggests that policy makers, sporting organizations, and universities should target specific sponsorships and consumption outcomes rather than considering an overall ban on alcohol industry sponsorship in sport. Results suggest that student-targeted policy and governance alternatives directed at team culture, attitudes toward alcohol, and more subtle forms of sponsorships (i.e., discounted product and vouchers) may be appropriate.

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Julien Tripette, Haruka Murakami, Hidemi Hara, Ryoko Kawakami, Yuko Gando, Harumi Ohno, Nobuyuki Miyatake, and Motohiko Miyachi

Caffeine is a well-known psychoactive substance that can be found in many beverages (coffee, tea, energy drinks, etc.) and food products (chocolate, gum, tablets, etc.). Its consumption before exercise is known to increase an athlete’s performance ( Burke et al., 2013 ). Considering the beneficial

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Yong Jae Ko, Yonghwan Chang, Wonseok Jang, Michael Sagas, and John Otto Spengler

of the diverse sport markets in today’s economy, the need for systematic research on sport consumption decision making is evident. Over several decades, scholars have suggested that examining fundamental psychological constructs such as personality traits is an effective way to understand and predict

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Dan Cason, Minkyo Lee, Jaedeock Lee, In-Sung Yeo, and Edward J. Arner

wagering and similar types of activities (e.g., fantasy sports) influence the sport fan’s experience and consumption. (e.g.,  Drayer, Shapiro, Dwyer, Morse, & White, 2010 ; Mahan, Drayer, & Sparvero, 2012 ; Nesbit & King, 2010 ; Yuksel, McDonald, Milne, & Darmody, 2017 ). Previous studies have

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Xiaochen Zhou, Daniel C. Funk, Lu Lu, and Thilo Kunkel

consumers do not operate in a vacuum and sport consumption should be examined in conjunction with the general life, advocating for research on how sport consumer behavior is influenced by contextual factors and interact with nonathletic activities. The contemporary activewear industry provides an intriguing

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Joffrey Bardin, Hugo Maciejewski, Allison Diry, Claire Thomas, and Sébastien Ratel

, although some comparative pediatric data do exist ( 18 ). From a cardiorespiratory perspective, some studies have reported a faster recovery of oxygen consumption ( V ˙ O 2 ) in prepubertal boys compared with men after high-intensity exercise ( 8 , 15 , 21 , 40 ). For instance, using biexponential modeling

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Jun Woo Kim, Marshall Magnusen, and Hyun-Woo Lee

The concurrence of two opposite emotions is one of the most debated questions in contemporary emotion research. Traditional approaches to the study of consumer emotions tend to categorize consumption experiences as either positive or negative ( Oliver, 1993 ). Consumers who are satisfied with their