PURPOSE This study explores the impact of visual shape and exercise involvement on consumers' evaluation and happiness with healthy functional foods, specifically protein cookies. METHODS Using a one-factor design with two levels (pretty vs. ugly shape) and one measured variable (exercise involvement), we uncover interesting insights. RESULTS Consumers highly engaged in exercise show a greater purchase intention for ugly-shaped healthy functional foods compared to pretty-shaped ones. Conversely, consumers with low exercise involvement express a higher purchase intention and happiness when it comes to pretty-shaped healthy functional foods compared to their ugly counterparts. CONCLUSIONS These findings contribute to the sports management and sports science literature by shedding light on how visual shape influences the evaluation of healthy functional foods by sport consumers. Furthermore, this research offers valuable practical implications for designing the shape of such foods to cater to the preferences of sports enthusiasts.
PURPOSE This study examined how consumers' visual attention to ads during eSports media consumption varies over time. METHODS An experimental study with a single factor, three-level within subject experimental design was conducted, utilizing an eye-tracker to measure visual attentions, including fixation count and duration. Seventy-eight students from a national university in city B participated in the experiment. A repeated measures ANOVA was conducted using the open-source statistical program R to test the research hypothesis. RESULTS Both the fixation count and duration were highest for the first ad and then gradually decreased for the second and third ad. CONCLUSIONS It is recommended that eSports sponsors should consider differentiating ad pricing based on the order of exposure, then expose the first ad presented more frequently and for extended periods, and consider different shapes, colors, and movements to prevent adaptation to the initial allocation of attention.
[Purpose] Perception plays an important role in understanding the environment or related objects in order for humans to perform physical movements more effectively. Sometimes they create different movements with different perceptions. Especially, visual perception errors that occur in sports situations can have a considerable effect on performance. Accurate knowledge of the environment in this process of perception is important in performing movements or actions. The purpose of this study was to investigate the effect of learning formation on perception using Muller-Liar illusion diagrams. To measure this, we compared the feedback group that induced knowledge learning and the control group that did not provide knowledge To see if there is a difference. Therefore, in this study, we have provided a visual feedback that can establish the cognitive awareness of the actual stimuli length to subjects, and investigated the changes in their matching action responses. [Methods] A total of 32 young and healthy subjects were randomly divided into two groups (Feedback and Non-Feedback groups). Subjects were asked to match the stimulus size with their index fingers and thumbs. Initially (pre-test), three different visual stimuli (inward, outward, and no arrows) were randomly presented 60 times (20 times each) and the grip sizes were recorded using the Liberty Motion Analysis System (Polhemus Co., America). Then, video clips of two lines merging each other were presented as feedbacks. Post-test protocol was identical to the pre-test protocol. The data were analyzed using the 3-way ANOVA with one RM factor (2 x 3 x 2). [Results] Results showed a significant 2-way interaction effect. Post-hoc results showed significant interaction between stimulus shape and pre/post-tests only in the experimental group. There was a significant decrease in the grip size after feedback in the OUT condition of experimental group. However, in the control group, there was no interaction between stimulus shape and pre/post-tests. [Conclusion] Overall, current results indicates that, while visual illusion can affect the action, the provision of visual feedback can establish the awareness of actual stimulus size and suppress the influence of illusion on action.
Purpose The purpose of this study is to investigate the alienation and the overcoming process of the physical activity participation of people with Adventitious Visual Impairment(AVI) Methods 21 Adults with AVI were recruited and one on one semi-structured interview was conducted. Ground theory was used to analyze the data. Member check, peer debriefing was conducted to enhance the trustworthiness of this study. Results As a result, a total of 203 concepts were derived. This consisted of 21 subcategories and the common themes of the subcategories were categorized into nine categories. Specific results are as follows. First, the physical activity of people with AVI was directly affected by the sports facilities, physical activity programs, and professional instructor. This causal condition resulted in the loss of leisure experience in the context of the busy daily life and the depressed psychological state. Second, due to the perceived need of health care and the positive involvement of others, people with AVI came to expect the effect of exercise. Third, people with AVI participated in physical activity again as a tool to achieve the purpose of health improvement. This type of physical activity has a limitation that it can not guarantee the continuity of physical activity due to the limitation that it does not contain autonomy and interest of people with AVI. Conclusions Based on these results, the following suggestions were made. First, it is necessary to improve the environment for ensuring participation in physical activity of people with AVI. Moreover education and promotion of the effects and values of the exercise should be carried out for people with AVI and their guardians. Second, it is necessary to diversify physical activity types and reconstruct existing exercise programs.
