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Emphasizing effort vs talent in personal trainers' performance: consumption response of personal fitness training customers

Emphasizing effort vs talent in personal trainers' performance: consumption response of personal... Fitness service companies often promote the companies' personal training service by attributing trainers' competent characteristics, qualifications or/and service provision to their effort or talent. This promotion is called performance attribution promotion. Utilizing attribution theory and the theory's adjacent studies, this study investigated whether and why performance attribution promotion affects consumers' service purchase of personal fitness training.Design/methodology/approachThe authors developed the experimental stimuli of performance attribution promotion and validated those through a pretest (N = 200). Using the validated stimuli, the authors conducted an experiment with employing a single factor between-subject design (performance attribution promotion: effort vs talent) based on random assignment (N = 200).FindingsThe analysis results revealed that attributing trainers' competent characteristics, qualifications or/and service provision to effort (vs talent) leads to a higher level of service registration intention. Moreover, this effect was mediated by the perceived teaching expertise but not by the perceived teaching trustworthiness.Originality/valueThese findings enrich the literature by illuminating a new mechanism and consequence of performance attribution promotion. The authors' study also extends the marketing studies related to expertise perception by presenting the attribution of visible features as one of the characteristics determining expertise perception. Finally, the authors' findings also have implications for fitness service companies and other stakeholders that seek to effectively leverage trainers' competent outcomes for consumer acquisition. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

Emphasizing effort vs talent in personal trainers' performance: consumption response of personal fitness training customers

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References (44)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1464-6668
DOI
10.1108/ijsms-06-2022-0115
Publisher site
See Article on Publisher Site

Abstract

Fitness service companies often promote the companies' personal training service by attributing trainers' competent characteristics, qualifications or/and service provision to their effort or talent. This promotion is called performance attribution promotion. Utilizing attribution theory and the theory's adjacent studies, this study investigated whether and why performance attribution promotion affects consumers' service purchase of personal fitness training.Design/methodology/approachThe authors developed the experimental stimuli of performance attribution promotion and validated those through a pretest (N = 200). Using the validated stimuli, the authors conducted an experiment with employing a single factor between-subject design (performance attribution promotion: effort vs talent) based on random assignment (N = 200).FindingsThe analysis results revealed that attributing trainers' competent characteristics, qualifications or/and service provision to effort (vs talent) leads to a higher level of service registration intention. Moreover, this effect was mediated by the perceived teaching expertise but not by the perceived teaching trustworthiness.Originality/valueThese findings enrich the literature by illuminating a new mechanism and consequence of performance attribution promotion. The authors' study also extends the marketing studies related to expertise perception by presenting the attribution of visible features as one of the characteristics determining expertise perception. Finally, the authors' findings also have implications for fitness service companies and other stakeholders that seek to effectively leverage trainers' competent outcomes for consumer acquisition.

Journal

International Journal of Sports Marketing and SponsorshipEmerald Publishing

Published: Apr 3, 2023

Keywords: Attribution theory; Performance attribution; Perceived teaching expertise; Personal fitness training; Fitness service provider; Purchase intention

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