Dress for fit: An exploration of female activewear consumption

While the female activewear market is growing rapidly, research on activewear consumption and female consumers is lagging. Existing researchers have failed to produce an in-depth understanding of female consumers’ perceptions of activewear, thereby providing limited insights for the activewear industry. Drawing upon brand association theory and the functional, expressive, and aesthetic model, the authors identify important attributes of activewear brands and how attributes lead to benefits pursued by female activewear consumers. Focus groups were conducted with 72 female activewear consumers in Australia. Findings reveal three product-related attributes (functional design, colour, and size and fit) and two non-product-related attributes (price and model imagery) influence the fulfillment of four benefits (mood enhancement, exercise facilitation, healthy and active lifestyle, and physical fit body image). This research contributes theoretical and empirical knowledge about activewear consumption and the vertical structure of brand associations. Findings of this research can help activewear brands deliver benefits to female consumers through improved product designs and marketing strategies.     

Decision-making skills and deliberate practice in elite association football referees

We examined sport expertise as a function of role. In study 1, referees were better than players in a video-based decision-making task. This provides evidence that there are role-specific skills within one domain or sport. In study 2, we examined the training activities that could be influential in the development of skills in sports officials. Elite association football (soccer) referees retrospectively reported time spent in and perceptions of training activities for three periods: their first year of formal refereeing, 1998 (before formal training programmes were available), and the current year (2003). This allowed us to examine an area of skill with a limited culture of practice, where performance simulations with direct feedback are usually not feasible. The results showed that referees specialize early and, as they develop, they engage in greater volumes and types of training. Competitive match refereeing is considered a relevant activity for skill acquisition that does not fit Ericsson and colleagues' (1993) original definition of deliberate practice. Our findings indicate that actual performance is a significant activity for skill acquisition and refinement.     

Do RFIDs (radio frequency identifier devices) provide new ethical dilemmas for librarians and information professionals?

This paper provides an analysis of the current and potential ethical implications of RFID technology for the library and information professions. These issues are analysed as a series of ethical dilemmas, or hard-to-resolve competing ethical obligations, which the librarian has in relationship to information objects, library users and the wider social and political environment or state. A process model of the library is used as a framework for the discussion to illustrate the relationship between the different participants in the library system and it is argued that ethical analysis should involve the identification of future developments as well as current issues. The analysis shows that RFIDs do currently pose some dilemmas for librarians in terms of the conflicts between efficient service, privacy of users and an obligation to protect the safety of society as a whole, and that these are likely to become more problematic as the technology develops. This paper is part 2 of a series of papers on RFIDs and the library and information professions.     

Establishing a successful physical activity program to recruit and retain women

Increasingly, health organisations and governing bodies in developed countries are paying serious attention to the problem of adult inactivity. Many of the programs designed to increase levels of activity, particularly amongst target populations, such as women, have not been systematically assessed for their effectiveness in recruiting women and helping them maintain activity levels. The purpose of this study was to determine what attracted and sustained women to participate in physical activity programs. Responses from a survey to sport and recreation program providers identified 64 successful programs in the state of Victoria, Australia. Eight of these programs were purposively selected for case study analysis. Data was collected from a focus group with women participants from each of these eight programs. Six core themes emerged from inductive content analysis of the focus groups. The most frequent participant responses related to the social aspects of the exercise environment. Women in the focus groups valued instructor professionalism and instructors’ technical knowledge, however, it was their awareness and sensitivity that participants appreciated most. This exploratory study is important because it reflects the voices of women talking about what made physical activity programs successful for them. The study raises critical questions that should be examined systematically through large-scale survey research and field-based intervention studies, which in turn should stimulate program development to encourage women in physical activity.