International Journal of Human Movement Science
ISSN : 1976-4391 (print)
ISSN : 2586-078X (online)
ISSN : 1976-4391 (print)
ISSN : 2586-078X (online)
Showcasing the Athlete Body: A Qualitative Study for Understanding Consumers’ Expectations about Sexualized Female Images on the Leading Media BrandsKayoung Kim , Mark Jaewon Chang 15(3) 1-21, 2021 DOI:10.23949/ijhms.2021.12.15.3.1
TitleShowcasing the Athlete Body: A Qualitative Study for Understanding Consumers’ Expectations about Sexualized Female Images on the Leading Media Brands
Kayoung Kim , Mark Jaewon Chang DOI:10.23949/ijhms.2021.12.15.3.1 AbstractLeading media brands present sexualized content of female athletes in order to increase their sales. Sports media decision-makers believe that sexual content can make money and meet the expectations of consumers. The main objective of the current study was to examine consumer expectations and the concerns of female athletes. The authors utilized critical feminist theory and successfully navigated how female athletics discuss sexual images. We conducted in-depth photographic interviews with sixteen student-athletes using images of sports celebrities from the ESPN Body Issue and the Sports Illustrated Swimsuit Issue. The results indicated that sexualized images fail to meet the expectations of female athletes and can negatively impact media consumers and younger audiences. Key WordsFemale athletes, Sexual objectification, Sports media branding |
The Role of Personality in Consumer Attitudes Toward Cause-Related Sport MarketingJaedeock Lee , Minkyo Lee 15(3) 23-45, 2021 DOI:10.23949/ijhms.2021.12.15.3.2
TitleThe Role of Personality in Consumer Attitudes Toward Cause-Related Sport Marketing
Jaedeock Lee , Minkyo Lee DOI:10.23949/ijhms.2021.12.15.3.2 AbstractThe purpose of this study was to examine effects of sport-beneficiary fit and sport organization’s motivation on consumer attitudes toward cause-related sport marketing (CRSM) as well as the moderating impacts of personality and gender on the relationship between two predictors and consumer attitudes toward CRSM. Students (N=86) were recruited from a large public university located in the Southwestern United States. The current study utilized a within-subjects experimental design; they were asked to read four manipulated CRSM messages and to evaluate their attitudes toward each message. Students completed a personality inventory following the experiment. Results supported a significant predicting and moderating role of personality on the relationship between motivation and consumer attitudes toward CRSM. Consumer ‘Agreeableness’ personality was found to be positively related to attitudes toward the CRSM initiatives, but more so for socially-motivated as opposed to profit-oriented programs. On the other hand, ‘Neuroticism’ personality was directly and negatively associated with attitudes toward CRSM. Key WordsCause-related sport marketing, Big five model, Personality, Sport-beneficiary fit |
The Effects of Consumer Emotional Intelligence, Performance-relatedness, and Intentionality on Consumers’ Brand Coping ResponsesTae Hoon Lee , Kyuhyun Choi , Dong Cheon Won 15(3) 47-63, 2021 DOI:10.23949/ijhms.2021.12.15.3.3
TitleThe Effects of Consumer Emotional Intelligence, Performance-relatedness, and Intentionality on Consumers’ Brand Coping Responses
Tae Hoon Lee , Kyuhyun Choi , Dong Cheon Won DOI:10.23949/ijhms.2021.12.15.3.3 AbstractThe purpose of this study was to examine the effect of consumer emotional intelligence (CEI) on coping responses in the consumer-brand relationship, to investigate the influence of consumer perceptions of endorser’s intentions on the relationship between CEI and coping responses, and to explore a broader set of consumer responses. To fulfill this purpose, a factorial (performance-relatedness × intentionality × consumer emotional intelligence) experiment was conducted. 414 participants were collected who lived in the United States using Amazon’s Mechanical Turk (MTurk). Data analyses included Independent Samples t-test, two-way, and three-way Multivariate Analysis of Variance(MANOVA) using SPSS 26.0 statistical packages. The findings suggested that the high and low CEI consumers differ in their coping responses on athlete transgression. The destructive coping response of low-CEI consumers was significantly higher when athlete transgression was performance-related, regardless of intentionality. High-CEI consumers’ destructive coping response displayed significantly higher when intentional performance-related transgression while they displayed higher when unintentional non-performance-related transgression. These findings showed that stakeholders such as brand managers can be aware of the potential impact of athlete transgression and estimate the extent of consumer coping responses based on transgression type (performance-relatedness × intentionality). and consumer emotional intelligence. Therefore, adequate strategies (e.g., cutting off endorser or suspension of endorsement) can be developed in the perspective of brand management when they utilize athlete as their endorser. Key WordsConsumer emotional intelligence, Endorsement, Athlete transgression, EVLN model, Coping responses |
Effects of Media Representations and Congruency on Corporate Image and Brand Attitude: A Case of a Korean Sport Celebrity with a Korean Sponsoring CompanyMincheol Kim , Joonyoung Han 15(3) 65-81, 2021 DOI:10.23949/ijhms.2021.12.15.3.4
TitleEffects of Media Representations and Congruency on Corporate Image and Brand Attitude: A Case of a Korean Sport Celebrity with a Korean Sponsoring Company
Mincheol Kim , Joonyoung Han DOI:10.23949/ijhms.2021.12.15.3.4 AbstractThis study replicated a study conducted by Kim (2017) to examine how negative or positive information about sport celebrities influences corporate image and brand attitude with the effect of advertisement congruency. In contrast, the present study looked at how a domestic celebrity athlete of Korean descent influenced the corporate image and brand attitude of a domestic corporation through advertisements. The survey questionnaire employed as to congruency, corporate image, and brand attitude. A total of 124 responses were finally analyzes. The statistical techniques used in this study were independent and paired t-tests, and a two-way ANOVA using SPSS 22.0. The findings are as followed: first, positive media representations of companies had a greater corporate image and brand attitude than negative media representations. Second, according to the level of advertising congruency, this study revealed a difference in corporate image and brand attitude. Third, the findings of this study revealed that brand attitudes differed based on advertisement consistency. Key WordsCongruency, Corporate image, Brand attitude, Media representation, Sport celebrity, Corporate sponsorship, Advertisement |
The Effects of Music and Television Viewing on Enjoyment During Aerobic ExerciseNicole Swank , Janet Wojcik , Joni Boyd , Charles Bowers 15(3) 83-94, 2021 DOI:10.23949/ijhms.2021.12.15.3.5
TitleThe Effects of Music and Television Viewing on Enjoyment During Aerobic Exercise
Nicole Swank , Janet Wojcik , Joni Boyd , Charles Bowers DOI:10.23949/ijhms.2021.12.15.3.5 AbstractThe purpose of this study was to examine if television viewing (TV) and music would increase enjoyment and feeling state during aerobic exercise. Participants included 14 males and 16 females (n=30) randomly assigned to one of three conditions in a cross-over design: music, TV, and control. Participants completed the Physical Activity Enjoyment Scale (PACES) and Exercise-Induced Feeling State Scale (EIFSS). A repeated measures ANOVA compared PACES and EIFSS. There were no differences in physiological variables such as heart rate and perceived exertion. However, there were differences in the PACES (p = .014) and in the EIFSS subscales between positive affect (p <.001), negative affect (p = <.001), and fatigue (p = .026), but no significance in tranquility (p = .098). If a person should forget an entertainment device, there is no difference in the physiological benefit to the workout, but he/she could feel higher enjoyment and feeling states when using a device. Key WordsPhysical fitness, Physical exertion, Happiness, Recreation, Affect, Technology |
An Agentic Ontology of Oppositional ImprovisationEun Hi Kim 15(3) 95-109, 2021 DOI:10.23949/ijhms.2021.12.15.3.6
TitleAn Agentic Ontology of Oppositional Improvisation
Eun Hi Kim DOI:10.23949/ijhms.2021.12.15.3.6 AbstractIn spite of the pressures exerted by the movement habits embedded in their trained bodies, dancers can engage in improvisational practices that oppose such restraints and engender new movement solutions. The capacity to oppose the normativity of their trained body implies that they possess and apply agency. However, constructivist interpretations negate this possibility, regarding the body as the product of cultural moulding, passively perpetuating the norms and unable to enact independent decisions. This reading of the body denies artists of their legitimate claim to creative originality, as their actions are deemed to reflect the logic of powers beyond their decision-making. With a view to reclaiming dancers’ ownership of their creative endeavours, I extrapolate from Jacques Rancière’s and Michel de Certeau’s notions of collective and individual resistance a theoretical grounding for the existence of agency, thus countering deterministic visions of the body and providing a framework for the existence of oppositional improvisation. Key WordsAgency, Normativity, Dance, Improvisation, Oppositional, Rancière, de Certeau, Dissensus, Police, Tactics, System-user logic |
The Associations Between Sedentary Time and Obesity Levels and Prevalence Rate of Metabolic Syndrome in Older Korean AdultsSong-cheol Han , Ju-hak Lee , Dong-il Kim 15(3) 111-120, 2021 DOI:10.23949/ijhms.2021.12.15.3.7
TitleThe Associations Between Sedentary Time and Obesity Levels and Prevalence Rate of Metabolic Syndrome in Older Korean Adults
Song-cheol Han , Ju-hak Lee , Dong-il Kim DOI:10.23949/ijhms.2021.12.15.3.7 AbstractThe purpose of this study was to investigate the relationships between sedentary time, obesity levels and prevalence rate of metabolic syndrome (MS) in older adults in Korea. A total of 1,404 subjects (621 males, 783 females) participated in this cross-sectional study. We measured sedentary time, body mass index (BMI), MS risk factors including waist-circumference (WC), fasting blood glucose (FBG), triglyceride (TG), high density lipoprotein cholesterol (HDL-C), systolic blood pressure (SBP), and diastolic blood pressure (DBP). Compared to the low BMI (BMI <25 kg/㎡) group, the high BMI (BMI ≥25 kg/㎡) group had significantly higher levels of WC, FBG, and TG, and a significantly lower level of HDL-C. For the correlation between sedentary time and the risk factors of MS, the high sedentary time group had significantly higher levels of WC and TG than those of the low sedentary time group. After adjusted for age and sex, when subjects were divided into four groups according to sedentary time and BMI. High BMI and High Sedentary time (HBHS) group showed significantly higher levels WC, FBG, and TG, with a significantly lower level of HDL-C compared to Low BMI and Low Sedentary time (LBLS) group. The prevalence of MS in the HBHS group was 4.57 times higher than the LBLS group [OR(Odds ratio): 4.57, 95% CI(confidence interval): 3.29-6.34]. In conclusion, sedentary times and BMI of the older adults had an effect on metabolic syndrome incidence. Therefore, LBLS are very important to decrease the prevalence of MS. Key WordsMetabolic syndrome, Body mass index, Sedentary time, Physical activity |