Penalty takers in association football adopt either a keeper-independent or a keeper-dependent strategy, with the benefits of the keeper-independent strategy presumed to be greater. Yet, despite its relevance for research and practitioners, thus far no method for identifying penalty kick strategies has been available. To develop a validated and reliable method, Experiment 1 assessed characteristics that observers should use to distinguish the two strategies. We asked participants to rate 12 characteristics of pre-recorded clips of kicks of penalty takers that used either a keeper-independent or keeper-dependent strategy. A logistic regression model identified three variables (attention to the goalkeeper, run-up fluency and kicking technique) that in combination predicted kick strategy in 92% of the penalties. We used the model in Experiment 2 to analyse prevalence and efficacy of both the strategies for penalty kicks in penalty shoot-outs during FIFA World Cups (1986-2010) and UEFA Football Championships (1984-2012). The keeper-independent strategy was used much more frequently (i.e., 78-86%) than the keeper-dependent strategy, but successes did not differ. Penalty takers should use both the strategies to be less predictable. Goalkeepers can use the developed model to improve their chances to succeed by adjusting their behaviour to penalty takers' preferred penalty kick strategy.

In the last thirty years, an increasing interest in sport sciences regarding the analysis of expert athletes’ gaze behavior has become apparent. This narrative review provides an overview of the use of eye tracking systems in high-performance sports from 1987 to 2016. A systematic search of the PubMed, Scopus, SPORTDiscus, and WebofScience databases was conducted. The search was performed using the keywords eye tracking, eye movement, gaze behavior/patterns, and visual search strategies in combination with high-performance sports, elite athletes, high-class athletes, sport experts, and top-athletes. It yielded a total of 86 studies of which almost half were conducted computer-based or in front of a screen. Most studies dealt with the analysis of gaze behavior during dead ball situations while also focusing on differences between expert athletes and novices. More high-quality intervention studies are essential to determine if there are ideal gaze strategies and, if yes, how it is possible to learn/implement these.

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Purpose: The concepts of creativity and intuition have been well studied in isolation, but less is known about their distinctive contributions to option generation in decision making. Method: We examined the relation between creative and intuitive decision making in two studies-one involving coaches and one involving soccer players-using video footage of real soccer matches. Additionally, we analyzed whether this relation is culture generic or culture specific by conducting matched cross-cultural studies in a European and a South American country. Results: In Study 1, results indicate a conceptual overlap of creativity and intuition for Brazilian and German soccer coaches. Furthermore, coaches did not differ in their evaluation of creative and intuitive actions of players of both cultures. In Study 2, we found that for both subsamples the total number of generated options was positively correlated with the quality of the first and the final option and that the quality of players' first (intuitive) option was higher than that of options generated later. Moreover, results indicate a positive correlation between a player's creativity score and the quality of the first generated option for the whole sample. Conclusion: Overall, our findings provide meaningful information regarding athletes' and coaches' optiongeneration processes in decision making in complex team sports.

Despite the increasing use of entertainment media such as movies, sport telecasts, or video games as a way to get in touch with consumers, the understanding of the cognitive processing of brand information in these environments is still limited. This current research investigates the role of two moderating factors on brand information processing in entertainment media: Context intensity and working memory capacity. Context intensity relates to the perceived level of excitement in a communication environment, while working memory capacity indicates a consumer's ability to control his or her cognitive resources. The results of an experimental laboratory study reveal that context intensity negatively affects visual attention for brand information (i.e., intensity attention assumption), while working memory capacity has a positive influence on memory for brands (i.e., capacity memory assumption). These findings hold important implications for marketing management: First, managers should place brand information in situations where context intensity is rather low in order to facilitate the target group's visual attention. Second, the frequency and duration of brand information should be adjusted to the target group's ability to cognitively process such information.