Female apologetic behaviour in sport includes any behaviour by female athletes that emphasizes a female athlete's femininity. This behaviour is in response to the masculine and/or lesbian stereotypes associated with female sport participation. Female apologetic behaviour is commonly found in the media as an attempt to reinforce gender hierarchies. This paper discusses the findings of a qualitative study done with nine Canadian women's rugby players about how female apologetic behaviour relates to the media surrounding female athletes, specifically female rugby players. Judith Butler's ideas about gender performativity are used as a theoretical lens. The increase in popularity of women's rugby as well as the inauguration of sevens rugby into the 2016 Rio de Janeiro Olympic games is discussed. It was found that the participants did not engage in apologetic behaviour despite being surrounded by media images that endorse this behaviour.
Although prior research has advanced our understanding of the drivers of organ donation attitudes and intentions, little is known about how to increase actual registrations within explicit consent systems. Some empirical evidence suggests that costly, labor intensive educational programs and mass media campaigns might increase registrations. However, they are neither scalable nor economical solutions. To address these limitations, the authors conducted a field experiment (N = 3,330) in Ontario, Canada testing the effectiveness of behaviorally informed promotion interventions as well as process improvements. They find intercepting customers with materials targeting information and altruistic motives at the right time, along with streamlining customer service, significantly increased registrations. Specifically, the best performing intervention, prompting perspective-taking through reciprocal altruism (“ If you needed a transplant would you have one?”), significantly increased new registration rates from 4.1% in the control condition to 7.4%. The authors followed up with seven posttests (Total N = 3,376) to find support for their theoretical predictions and to explore the mechanisms through which the interventions may have operated. This paper provides evidence for low-cost, scalable marketing solutions that increase organ donor registrations in a prompted choice context and has important implications for public policy and enhancing societal welfare.
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