The psychological attraction of food brand by football player’s Advertisement: A Research study of consumer behavior towards product Choice / La atracción psicológica de la marca de alimentos por el jugador de fútbol Advertisement: Un estudio de investigación del comportamiento del consumidor hacia la elección del producto

This research study measures psychological attraction in relation to food brands by football player’s advertisements. This research is based on consumer behavior and examines the effect of product choices—and has been conducted in the context of China using primary data analysis techniques. For analysis, the data is generated on the basis of responses to specific questions related to the psychological attraction, food brand advertisement, consumer behavior, and product choice. To measure the data, the smart PLS software ran different results such as statistical ratio analysis, T-test analysis, regression analysis, generalized linear model, and that reliability test analysis. This study aimed to better understand the components of product attributes in the sporting environment in order to better understand what makes a product-athlete endorsement connection more effective. While it is usual for businesses to utilize athletes for advertising and marketing their products or services, only a limited number of studies have looked at the qualities of athletes and the roles these characteristics play in developing an effective advertisement relationship. Analysis of data findings shows that psychological attraction has a positive and significant impact on consumer behavior and product choice. On the other hand, food brand advertisement shows a positive but insignificant effect on product choice.(AU)

Playing-Dumb Behavior of Trainers During Online Streaming and Trainee's Burnout Behavior: Mediating Role of Psychological Disengagement.

A trainer's behavior is a crucial factor, and it can affect the cognitive engagement of trainees in parts of training and development programs; thus, playing-dumb behavior by a trainer can cause lower attachment and less interested trainees during courses. This study was planned to investigate the impact of trainers' playing-dumb behavior on trainees' burnout behavior under the mediating role of psychological disengagement in online broadcasting. This study followed a convenience sampling technique under a cross-sectional research design, and data are collected from 371 trainees through a questionnaire. This study follows structural equation modeling to model the path relationship among study constructs. Results of this study indicate the presence of a relationship between trainers' dumb behavior and its impact on trainee psychological disengagement, which leads to burnout. Findings of this study contribute to the inclusive body of knowledge pertaining to playing-dumb behavior and trainees' burnout during the course.