درخت حوزه‌های تخصصی

Purpose: Nowadays, the use of sports and famous athletes in advertising has become one of the most common advertising practices. Therefore, the purpose of this research was to investigate the ability of predicting the indices of attractiveness, expertise, and trustworthiness of the renowned sport endorser on the consumers' willingness to buy sporting and non-sporting goods. Method: This study was a quasi-experimental study on a sample of 150 students of sport science at Ferdowsi University of Iran. The statistical sample was divided into two homogeneous groups; for one month, one group watched the advertisements of an artificial sport product and the other group watched the advertisements of an artificial non-sport product endorsed by the famous sport personality on the telegram. Finally, the results were analyzed by completing standard questionnaires of purchase willingness (Zichkowski, 1985) and advertising celebrities (Ohanian, 1990) and simultaneous regression statistical methods. Results: The results showed that all three indices of attractiveness, expertise, and trustworthiness of the renowned sports endorser have high predictive power for the tendency to purchase sporting and non-sporting goods. Also in the sporting goods group, the expertise, and in the non-sporting goods group, the attractiveness had the highest predictive power of tendency to buy. On the other hand, there is a significant difference between the perception of the popular sport endorsing indices in advertising sporting and non-sporting goods. Conclusions: Through a promotional period for two endorsed sporting and non-sporting products, this study provides useful findings for product and service institutions to select and employ renowned athletes to endorse their products and influence consumers' purchase intention. In the text, the detailed descriptions of the expected results and discussions have been reported.

Introduction: muscle performance could be influenced by physical features of the body. The purpose of this study was to investigate the effect of the body type on the electrical activity of the abdominal muscles during gait. Materials and Methods: Heath Carter somatotype method was used to determine body type. The performance of rectus abdominis muscle (RA), internal oblique muscle (IO) and external oblique muscle (EO) was recorded. The mean and the standard deviation were used for description of the data and ANOVA and post-hoc Tukey were utilized for comparison between three body types at the significance level of P<0.05. Results: The results showed that there is a significant difference in the root mean square (RMS) of EO and IO and the average percentage of that is higher in ENDO in comparison with the other two types. Also, the duration of electrical activity (DEA) was only significant for the IO between the endomorphs (ENDO), the mesomorphs (MESO) and the ectomorphs (ECTO) and its mean was higher for the ENDO. Discussion: According to the findings of the study, we could claim that the difference in the performance pattern of the muscles in the abdominal area during gait is influenced by body type.

Retirement is one of the difficult events. Athletes should adapt to the difficult experiences and heighten a sense of worth. Drug abuse as a negative coping behavior is a painful reaction to retirement. The aim is to identify the factors influencing the tendency of retired elite wrestlers to drug abuse. With a biomedical approach, this phenomenon was investigated. Using the method of contextual theory and semi-structured in-depth qualitative interview technique, factors influencing the tendency of retired elite wrestlers to drug abuse were studied. The data analysis method was coding, done in three stages of open, selective and axial coding. The data are in a paradigm model. Factors such as sexual needs, strenuous exercise and injury were taken as causal conditions; physical pain is taken as a mediating condition, and retirement age and first experience of drug abuse as an intervening condition and physiological need and doping as contextual conditions. These factors created a paradigm model. Athletes' strategies for drug abuse are: leisure purposes, wider variety of drugs, continuity of drug use and finally compulsive drug use. The consequences of drug abuse were initially pleasant and positive, but with continued drug use, it had harmful consequences physically, psychologically and socially.