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A growing number of sport consumer behavior scholars have been employing experimental methods, especially because experiments allow researchers to gain a better understanding of causal inferences by examining controlled conditions. The purpose of this paper is twofold: (1) to offer the current state of the adoption of experimental methods in sport consumer behavior research and (2) to discuss and highlight best practices that scholars can use when considering experimental designs. More specifically, we discuss methodological gaps existing in sport consumer behavior research by reviewing published sport consumer behavior articles in a content analysis. We also provide considerations to improve validity of empirical findings and outline the characteristics of well-designed experiments and how they can help advance theory development in the field. Ultimately, we offer practical recommendations and guidance to researchers wishing to use experiments in a wide array of research topics within sport consumer behavior.

Corporate social responsibility (CSR)-linked sport sponsorships attract attention from sport marketing professionals and scholars alike. Th e purpose of this research was to examine how the effectiveness of a CSR-linked sponsorship varies depending upon the sponsor’s commitment to the CSR program. Th e results of our experiment showed that a CSR-linked sponsorship could hurt consumers’ fi t perception if the sponsor shows only minimum commitment to the cause. We also found that a CSR-linked sponsorship is more effective than a standard sponsorship in inducing consumers’ positive attitudes toward the sponsor and word-of-mouth intentions only if the sponsor is strongly committed to the CSR program. Finally, our mediation analysis revealed that strong commitment to the CSR-linked sponsorship indirectly increases consumers’ word-of mouth intentions through enhanced fi t perception and attitude toward the sponsor. Therefore, sports organizations and their sponsors should incorporate CSR into their sponsorship only if they can be strongly committed to the program.

PURPOSE This study aimed (1) to analyze the behavioral intention and use behavior among the consumers of online home training contents via YouTube by employing the unified theory of acceptance and use of technology (UTAUT); (2) to test the moderating effects of risk perception toward the coronavirus (COVID-19) infection, and 3) to test differential impacts of generational difference across millennial and baby boom generations.METHODS A total of 400 questionnaires were distributed, and 383 samples were used for the final analysis after excluding 17 incomplete responses. Data were analyzed using the SPSS 25.0 and AMOS 22.0.RESULTS It was found that (1) the performance expectancy, the effort expectancy, and the social influence had positive effects on behavioral intention; (2)the facilitating condition had negative effects on the use behavior; (3) the behavioral intention had positive impact on the use behavior. Moreover, the risk perception toward the COVID-19 infection did not have moderating impacts on the UTAUT model, whereas generational differences did.CONCLUSIONS Our results suggest that the marketing strategy that improves exercise performance, convenience, and social influencing factors may be key to home training customers' behavioral intention and use behavior. Furthermore, home training material makers should recognize that the features and infrastructure required for the two generations are distinct and develop a separate marketing strategy for each.

PURPOSE This study aimed to test the impact of sport consumers‘ self-construal levels on their responses toward an athlete scandal by conducting a cross-cultural experimental study. In particular, it focused on sport consumers’ subsequent responses toward an athlete scandal, such as the perceived target of responsibility and perceived the main agent for the public apology.METHODS Participants (total=151; KOREA=75, USA=76) were selected for a cross-national comparative study. MANCOVA and Descriptive Statistical Analysis were conducted using the SPSS Windows program version 26.0 to validate the research hypothesis.RESULTS The results indicate that sport consumers’ responses to an athlete scandal vary across the countries. Participants from Korea reported perceived responsibility to the athlete, team, and league. Conversely, those from the United States reported perceived responsibility only to the athlete.CONCLUSIONS There are cultural differences in sport consumers’ subsequent perceptions of an athlete scandal. The present study's findings are expected to provide stakeholders such as teams and leagues with practical implications to understand better sport consumers’ responses to athlete scandals in the globalized sports industry.

he aim of the current research was to identify consumer needs that significantly influenced daily fantasy sports (DFS) consumption. Specifically, we sought to predict DFS participation intention and information search. Existence, relatedness, and growth (ERG) theory and self-determination theory (SDT) served as theoretical inspirations for need selection. Th e needs included were needs for autonomy, arousal, uniqueness, status, achievement, competence, and relatedness. The results of the current study indicate that autonomy and achievement needs are important for DFS consumers. Additionally, highly involved DFS participants are more likely to be driven by needs competence, while low involvement players showed relatively higher level of needs for arousal and uniqueness drove their DFS participation intention. These results from our model can be used by industry professionals in the DFS space to better understand the consumer needs and develop effective market strategies within daily fantasy sports.

PurposeMarketers and brand managers are subject to reputational crises when their endorsers are involved in scandals. To effectively manage such crises, it is imperative to understand (1) the underlying mechanisms through which consumers process negative information surrounding morally tainted endorsers, and (2) how these mechanisms affect consumer behavior in the context of athlete scandals.Design/methodology/approachDrawing on attribution theory and the moral reasoning strategy framework, we investigate the impact of attribution on moral reasoning strategies, and the impact of such strategies on consumers' responses to scandalized athletes and endorsements.FindingsOverall, our results demonstrate that the same scandal can be evaluated differently, depending on its information, including the consensus, distinctiveness, and consistency of the scandal. The results of Study 1 show that in the context of an on-field scandal, individuals engage in a sequential cognitive process in which they go through attribution, the choice of a moral reasoning strategy, and ultimately a response. The results of Study 2 reveal that in the context of an off-field scandal, attribution directly influences consumers' responses.Originality/valueWe extend the existing literature on the moral reasoning of athlete scandals by suggesting that attribution is a determinant of moral reasoning choice in the context of on-field scandals. We also extend the sports marketing and consumer behavior literature by suggesting that consumers' diverse reactions to athlete scandals depend on their attribution patterns and moral reasoning choices.

Robust evidence suggests that cultural variation affects consumer information processing. However, how different cultural orientations lead consumers to different moral judgments toward celebrity endorsers’ unethical behaviors is less appreciated. Drawing on the dual agency model, we show through two experiments that consumers’ information processing mode (holistic vs. analytic) leads to different moral judgment outcomes. This study contributes to the literature by (1) identifying the substantial roles of consumers’ cultural background and cognitive processing style on their response to negative publicity about celebrity athletes, (2) demonstrating the influence of cultural cognition on moral reasoning for both chronic (study 1) and working self-concepts (study 2), and (3) empirically testing the mediating role of the information processing mode on the effect of cultural cognition on moral judgment processes and its subsequent outcomes for celebrity athlete evaluation. The findings shed important managerial insights for managers dealing with athlete’s unethical behaviors in different cultural contexts.

This study explored the challenges facing sport leagues in the U.S. and Korea due to the COVID-19 pandemic, their strategies in dealing with the crisis, and what post-pandemic spectator sport indus...

Deep learning-based MRI reconstruction has recently been introduced to improve image quality. This study aimed to evaluate the performance of deep learning reconstruction in pediatric brain MRI.A total of 107 consecutive children who underwent 3.0 T brain MRI were included in this study. T2-weighted brain MRI was reconstructed using the three different reconstruction modes: deep learning reconstruction, conventional reconstruction with an intensity filter, and original T2 image without a filter. Two pediatric radiologists independently evaluated the following image quality parameters of three reconstructed images on a 5-point scale: overall image quality, image noisiness, sharpness of gray-white matter differentiation, truncation artifact, motion artifact, cerebrospinal fluid and vascular pulsation artifacts, and lesion conspicuity. The subjective image quality parameters were compared among the three reconstruction modes. Quantitative analysis of the signal uniformity using the coefficient of variation was performed for each reconstruction.The overall image quality, noisiness, and gray-white matter sharpness were significantly better with deep learning reconstruction than with conventional or original reconstruction (all P 0.001). Deep learning reconstruction had significantly fewer truncation artifacts than the other two reconstructions (all P 0.001). Motion and pulsation artifacts showed no significant differences among the three reconstruction modes. For 36 lesions in 107 patients, lesion conspicuity was better with deep learning reconstruction than original reconstruction. Deep learning reconstruction showed lower signal variation compared to conventional and original reconstructions.Deep learning reconstruction can reduce noise and truncation artifacts and improve lesion conspicuity and overall image quality in pediatric T2-weighted brain MRI.

Purpose Drawing on Socioemotional Selectivity Theory, the present research aims to investigate how sport consumers’ moral reasoning strategies and forgiveness intent toward a sport organization’s misconduct depending on the consumers’ different time perspectives(expansive vs. limited). Methods An experimental study (total n = 129; Baby Boomer generation = 62, generation MZ = 67) was conducted by utilizing a fictitious scenario depicting a sport organization’s misconduct. The proposed hypotheses were tested by conducting T-test, correction analysis, and multiple regression analysis using SPSS 21.0. Results There were significant differences in moral reasoning and forgiveness based on different time perspective. Baby Boomer(MZ) group showed higher(lower) levels of moral rationalization, moral decoupling, and intent of forgiveness compared to MZ(Baby Bommer) group, while showing lower(higher) level of moral coupling. A result also revealed that negative moral emotions had moderating effect between a limited time perspective and moral coupling among MZ participants. Conclusion The results of this study indicated that sport consumers’ time perspective has a predictive function on moral reasoning strategies. Thus, it is necessary for sport organizations to establish strategies focusing on the consumers’ time perspective to effectively respond to an unexpected crisis.

News about celebrity athlete transgressions is nearly an everyday occurrence in today’s media channels. Whether the public stigmatizes these individuals as a result of these indiscretions and how t...

The purpose of the current study, drawing on attribution theory, was to investigate consumers’ attribution process and its impact on their responses to a scandalized athlete and endorsement. The results of the experiment indicate that the distinctiveness of an athlete scandal prompts external attribution while having a negative impact on internal attribution. Additionally, the consistency of an athlete scandal triggers internal attribution. Moreover, the results show that internal (external) attribution has direct negative (positive) impact on attitude toward the scandalized athlete. Lastly, the results show that consumers’ attribution type indirectly determines the consumer responses toward the troubled athlete and endorsement perception. Findings of the current study provide empirical evidence to explain what informational cues consumers utilize when making causal inferences and how such causal inferences subsequently affect the consumer responses. Th e current study also provides marketing managers with useful implications to make informed decisions in the athlete transgression context.

We seek to understand how third-party observers respond to allegations of sexual transgressions, whether their responses vary and if so why, how they determine perpetrator sanctions, who is more forgiving of them, and what is the psychological mechanism underlying this preference. We draw on one dimension of Hofstede's (Cultures and Organizations: Software of the Mind, McGraw-Hill, New York, 1991) theory of cultural orientations—power distance belief, and one dimension of Haidt's (Psychological Review, 108: 814–834, 2001) work on moral reasoning—moral decoupling. Results from three studies on recent real-life cases—those pertaining to Harvey Weinstein, Brett Kavanaugh, and Peter Martins—reveal interesting, consistent, and dramatic findings pertaining to these research questions. Specifically, compared to observers who endorse a low power distance belief (PDB), high PDB observers selectively suspend judgments of culpability and express higher evaluations of the alleged perpetrators, are significantly more forgiving of them, convey a lower preference for naming and shaming them, and consider the alleged transgressions as less serious. These outcomes are predicated on the psychological mechanism of moral decoupling. Both high and low PDB respondents decouple the perpetrators’ competence and morality. However, high PDB observers gauge the actions of the perpetrators by emphasizing competence, while low PDB observers gauge their actions by emphasizing morality.

South Korea has developed its first Para Report Card on physical activity (PA) for children and adolescents with disabilities. Five national surveillance databases were used to evaluate PA indicators based on the benchmarks and grading rubric provided by Active Healthy Kids Global Alliance. Report card evaluation committees were invited to grade and assess the results using strengths, weaknesses, opportunities, and threats analysis. Five indicators (overall PA, D+; organized sports and PA, D−; active transportation, D−; physical fitness, D+; and government, A+) and one additional indicator (sleep, C−) were assigned a letter grade. The other five indicators were graded as incomplete. The Para Report Card revealed a significant gap between the behavioral-indicator grades (D− to D+) and the policy-indicator grade (A+), suggesting that government strategies and investment have not yet been translated into behavioral PA among children and adolescents with disabilities.

Purpose: The purpose of this study was to apply the Theory of Planned Behavior (TPB) to understand physical activity intentions and behaviors among Korean breast cancer survivors.Methods: A total of 286 Korean breast cancer survivors (Mage52.3±8.3) completed a self-reported survey administered face-to-face by a trained interviewer. The survey assessed the physical activity frequency and intensity in a typical week after breast cancer diagnosis, demographic factors, and theory of planned behavior variables including attitude, subjective norm, perceived behavioral control (PBC), planning, and intentions to participate in physical activity. We used structural equation modeling to examine the direct and indirect effects of the TPB variables on physical activity intentions and behavior. Covariates included age, cancer stage, and clinical treatment.Results: Confirmatory factor analyses indicated a satisfactory model fit. We observed direct effects for instrumental attitude (ß=0.34, pConclusion: The TPB was a useful model for understanding Korean breast cancer survivors’ physical activity intentions and behavior. Interventions that can enhance attitudes, subjective norm, PBC, intention, and planning may facilitate physical activity intentions and behaviors in this population.

• Pre-transgression athlete philanthropy mitigates negative impact of the transgression on consumer responses.• The deeper commitment to charitable behavior leads to better protection compared to t...

Although empirical evidence indicates that sport media consumption has a positive effect on sport consumers’ subjective well-being (SWB), there is little information regarding how these enhancements in SWB change over time. Th e current research demonstrates that less identified sport consumers experienced greater levels of purpose in life when it was measured right after they recalled their past sport media consumption than when it was measured aft er a 15-minute delay. Meanwhile, the level of purpose in life was similar for highly identified sport consumers whether it was measured right aft er recalling past sport media consumption or aft er a 15-minute delay. On the basis of a moderated mediation test, we further demonstrate that highly identified sport consumers experience a greater degree of eudaimonic value aft er recalling past sport media consumption, which delays hedonic adaptation among them. Theoretical and practical implications are discussed as they relate to SWB and hedonic adaptation.

For two-dimensional electron gas device applications, it is important to understand how electrical-transport properties are controlled by gate voltage. Here, we report gate voltage-controllable hysteresis in the resistance-temperature characteristics of two-dimensional electron gas at LaAlO

Athletes oftentimes own and direct their own philanthropic foundations to make positive prosocial impacts at every level, from global down to local. A key challenge for these foundations is to communicate effectively with their target audiences to obtain support from them. By drawing from the construal-level theory and athlete identification literature, the current study examines the effects of different types of messages (hedonic vs. meaningful) on sport consumers’ supportive behaviors toward an athlete’s charitable foundation as a function of fans’ level of athlete identification. Results indicated that the use of a meaningful message lead to greater degrees of supportive behavior from sport consumers with low levels of athlete identification than on- and off-field hedonic messages. In contrast, among highly identified sport consumers, both hedonic and meaningful messages elicited greater support for an athlete-owned foundation.

By incorporating two different types of service satisfaction (core and peripheral service), this study developed and tested a conceptual model delineating the impact of consumers’ satisfaction on f...

Background Achieving high-spatial-resolution pituitary MRI is challenging because of the trade-off between image noise and spatial resolution. Deep learning-based MRI reconstruction enables image denoising with sharp edges and reduced artifacts, which improves the image quality of thin-slice MRI. Purpose To assess the diagnostic performance of 1-mm slice thickness MRI with deep learning-based reconstruction (DLR) (hereafter, 1-mm MRI+DLR) compared with 3-mm slice thickness MRI (hereafter, 3-mm MRI) for identifying residual tumor and cavernous sinus invasion in the evaluation of postoperative pituitary adenoma. Materials and Methods This single-institution retrospective study included 65 patients (mean age ± standard deviation, 54 years ± 10; 26 women) who underwent a combined imaging protocol including 3-mm MRI and 1-mm MRI+DLR for postoperative evaluation of pituitary adenoma between August and October 2019. Reference standards for correct diagnosis were established by using all available imaging resources, clinical histories, laboratory findings, surgical records, and pathology reports. The diagnostic performances of 3-mm MRI, 1-mm slice thickness MRI without DLR (hereafter, 1-mm MRI), and 1-mm MRI+DLR for identifying residual tumor and cavernous sinus invasion were evaluated by two readers and compared between the protocols. Results The performance of 1-mm MRI+DLR in the identification of residual tumor was comparable to that of 3-mm MRI (area under the receiver operating characteristic curve [AUC], 0.89-0.92 vs 0.85-0.89, respectively; P ≥ .09). In the identification of cavernous sinus invasion, the diagnostic performance of 1-mm MRI+DLR was higher than that of 3-mm MRI (AUC, 0.95-0.98 vs 0.83-0.87, respectively; P ≤ .02). Conventional 1-mm MRI (AUC, 0.82-0.83) showed comparable diagnostic performance to 3-mm MRI (AUC, 0.83-0.87) (P ≥ .38). With 1-mm MRI+DLR, residual tumor was diagnosed in 20 patients and cavernous sinus invasion was diagnosed in 14 patients, in whom these diagnoses were not made with 3-mm MRI. Conclusion In the postoperative evaluation of pituitary adenoma, 1-mm slice thickness MRI with deep learning-based reconstruction showed higher diagnostic performance than 3-mm slice thickness MRI in the identification of cavernous sinus invasion and comparable diagnostic performance to 3-mm slice thickness MRI in the identification of residual tumor. © RSNA, 2020 Online supplemental material is available for this article.

To evaluate the feasibility and image quality of respiratory motion–resolved 4D zero echo time (ZTE) lung MRI compared with that of 3D ZTE. Our institutional review board approved this study. Twenty-one patients underwent lung scans using 3D ZTE and 4D ZTE sequences via prospective and retrospective soft gating techniques, respectively. Image qualities of 3D ZTE and 4D ZTE at end-expiration were compared through objective and subjective assessments. The quality of end-expiratory images of 3D ZTE and 4D ZTE of the two groups with different lung functions was also compared. Images were successfully acquired in all patients without any adverse events. Signal-to-noise ratios (SNRs) of lung parenchyma and thoracic structures were significantly (all p

Endorsement marketing has been widely used to generate consumer attention, interest, and purchase behaviors among targeted consumers. However, relatively little systematic research has been...

As a quest for two-dimensional conducting interface with exotic functionalities for future electronic devices, the perovskite heterointerface of LaAlO3/SrTiO3 (LAO/STO) has been intensively studied. For the LAO/STO heterostructure, the critical thickness of the LAO layer for metallic conduction is 4 unit cells (uc) according to the polar catastrophe scenario. However, we find that metallic conduction can also be induced at the LAO/STO interface with only 1 uc of LAO, as long as it is capped by 3 or more uc of STO. Consistent results are obtained from density functional theory calculations. For this STO/LAO/STO trilayer, we also confirmed a peculiar non-BCS-type superconductivity with a suppressed superconducting gap, which may imply a superconducting coupling distinct from previously reported BCS-type superconductivity in LAO/STO heterointerface. These observations suggest that the STO/LAO/STO trilayer can be another testing board to explore carrier conduction in two-dimensional electron systems for electronic device applications utilizing exotic functionalities.

Background Eosinophils are encountered in many skin diseases, but the role of eosinophils in atopic dermatitis (AD) remains uncertain. Objective To examine the role of serum eosinophil-derived neurotoxin (EDN), eosinophil cationic protein (ECP), and total IgE as a biomarker of disease severity and relapse in severe recalcitrant AD. Methods We enrolled 99 patients with AD: 37 with severe recalcitrant AD, 20 with severe AD, and 42 with mild to moderate AD. We examined the difference in serum level of total IgE, ECP, and EDN between the groups and whether any correlation existed between disease severity and ECP or EDN. Lastly, difference in levels of ECP or EDN between those who experienced relapse was examined in the severe recalcitrant group. Results Serum levels of total IgE, ECP, and EDN were significantly higher in the severe recalcitrant AD group and severe AD group compared with the mild to moderate AD group. No significant difference was found in serum levels of total IgE, ECP, and EDN between the severe recalcitrant group and severe group. EDN had a significant positive correlation with the SCORing Atopic Dermatitis. No significant correlation was found between EDN and ECP. In the severe recalcitrant group, 29.7% of patients experienced relapse, and EDN was significantly higher in those who experienced relapse. The cutoff value of EDN for predicting relapse was 64.5. Conclusion EDN correlated with the disease severity of AD. EDN may predict relapse in severe recalcitrant AD. The EDN serum level could be considered a candidate molecule as a clinical biomarker for evaluating AD disease activity and a predictor of relapse.

A celebrity athlete’s transgression damages the public’s trust in that celebrity. However, little is known about whether demonstrating an outstanding performance after the transgression mitigates the negative consequence of that transgression. It also remains unexplored whether engaging in reparation can restore consumer trust and generate forgiveness. Taking a longitudinal approach, we found that post-transgression performance slightly increased competence-based trust but had no impact on increasing integrity-based trust and forgiveness. However, post-transgression reparation efforts enhanced both integrity-based trust and forgiveness over time. Findings also suggest that performance has little impact on generating forgiveness, countering the popular notion that winning takes care of everything.

The initial online publication contained a typesetting mistake. The original article has been corrected.

Athlete endorsers’ transgressions pose a dilemma for loyal fans who have established emotional attachments toward the individual. However, little is known regarding how fans maintain their support for the wrongdoer. Drawing on moral psychology and social identity theory, the current study proposes and examines a conceptual model incorporating athlete identification, moral emotions, moral reasoning strategies, and consumer evaluations. By using an actual scandal involving an NFL player (i.e., Ray Rice), the results show that fan identification suppresses the experience of negative moral emotions but facilitates fans’ moral disengagement processes, which enables fans to support the wrongdoer. Moreover, negative moral emotions motivate the moral coupling process. Findings contribute to the sport consumer behavior literature that highly identified fans seem to regulate negative emotions but deliberately select moral disengagement reasoning strategies to maintain their positive stance toward the wrongdoer and associated brands.