Abstract:The objective of this exploratory study was to gain first insights into the motives of recreational athletes for buying and consuming anabolic supplements. For this purpose we conducted a qualitative study among young males in Germany between April and May 2012. We used the means-end chain analysis as a methodological approach -a common qualitative research method to uncover buying motives through special in-depth interviews called "laddering". The sample consisted of n=21 male recreational athletes aged from … Show more
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