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)

Impact of Sports Psychology, Human Behavior, and Advertisement on the sales of player's shirts and drinks / Impacto de la Psicología del Deporte, el Comportamiento Humano y la Publicidad en las ventas de camisetas y bebidas de los jugadores

Growing health concerns and being overweight as a result of excessive consumption of soft drink have become a major concern around the world. The primary purpose of this research study is to measure the effect of sports psychology, human behavior, and advertisement on the sale of player's shirts and drinks. This research study uses primary data analysis, collected through a questionnaire including specific questions related to the independent and dependent variables understudy. In this research study, sports psychology, human behavior, and advertisement are consider independent variables, and sales of player's shirts and sales of drinks are the dependent variables. For measuring data analysis, the study uses chi-square analysis, descriptive statistical analysis, regression analysis, least-square analysis and other histogram graphs. According to the overall study results, it has been found that sport psychology shows a positive and insignificant impact on the sale of players' shirts. On the other hand, human behavior is found to have a negative but significant impact on the sale of players' shirts. In other words, sport psychology has a negative effect on the sale of drinks, and human behavior has a positive effect on drinks sales. This study has important implications for marketers and policy-makers concerned with public health in general, and obesity reduction in particular. Through social marketing, soft drink marketers may incorporate obesity-reduction activities. This study proposes a conceptual framework soft drink anti-consumption behavior, emphasizing health concerns and exploring the impact of sociocultural variables on anti-consumption.(AU)