Competence inference from muscle: how and when trainers' muscle mass impacts service purchase of personal fitness training

Park, Sang-Chul; Lee, Shinhyoung; Lee, Hyun-Woo

doi:10.1108/ijsms-08-2021-0162

Cited by 2 publications

(8 citation statements)

References 52 publications

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“…We further assumed that customers' perceptions of teaching expertise and trustworthiness positively influence service registration intention or consumers' willingness to register for a personal training session (Park et al, 2022b). Prior works have established the causal effect of trustworthiness and expertise on purchase intention.…”

Section: Performance Attribution Promotion and Service Registration I...mentioning

confidence: 99%

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Emphasizing effort vs talent in personal trainers' performance: consumption response of personal fitness training customers

Park

Lee

2023

IJSMS

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PurposeFitness service companies often promote the companies' personal training service by attributing trainers' competent characteristics, qualifications or/and service provision to their effort or talent. This promotion is called performance attribution promotion. Utilizing attribution theory and the theory's adjacent studies, this study investigated whether and why performance attribution promotion affects consumers' service purchase of personal fitness training.Design/methodology/approachThe authors developed the experimental stimuli of performance attribution promotion and validated those through a pretest (N = 200). Using the validated stimuli, the authors conducted an experiment with employing a single factor between-subject design (performance attribution promotion: effort vs talent) based on random assignment (N = 200).FindingsThe analysis results revealed that attributing trainers' competent characteristics, qualifications or/and service provision to effort (vs talent) leads to a higher level of service registration intention. Moreover, this effect was mediated by the perceived teaching expertise but not by the perceived teaching trustworthiness.Originality/valueThese findings enrich the literature by illuminating a new mechanism and consequence of performance attribution promotion. The authors' study also extends the marketing studies related to expertise perception by presenting the attribution of visible features as one of the characteristics determining expertise perception. Finally, the authors' findings also have implications for fitness service companies and other stakeholders that seek to effectively leverage trainers' competent outcomes for consumer acquisition.

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Section: Performance Attribution Promotion and Service Registration I...mentioning

confidence: 99%

“…In this study, we refer to these promotions as performance attribution promotion – service entities' promotional attribution of service providers' competent characteristics, qualifications or/and service provision to effort or talent (Park et al. , 2022a, b).…”

Section: Introductionmentioning

confidence: 99%

Emphasizing effort vs talent in personal trainers' performance: consumption response of personal fitness training customers

Park

Lee

2023

IJSMS

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“…institutional certificates), or/ and service provision (e.g. high-quality service) (Park et al, 2022). Beyond this promotion, fitness service organizations have recently begun to actively communicate how fitness service providers achieved these factors.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Due to these imperative roles of personal trainers in personal fitness training, customers' perception of personal trainers can critically affect their decision-making, such as service purchases (e.g. Park et al. , 2022).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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When does highlighting effort or talent in fitness service providers' performance lead to customer compliance? The role of customers' implicit mindset

Park

Lee²,

Nite³

2022

JSTP

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PurposeFitness service organizations often promote the personal training service by attributing competent features, qualifications, or/and service provision of fitness service providers to efforts or talents. This study aims to investigate whether and when the promotional attribution of fitness service providers' competent features, qualifications, or/and service provision contributes to customers' compliance with service instructions.Design/methodology/approachThe authors developed the experimental stimuli of performance attribution promotion (i.e. effort attribution and talent attribution) and validated them via a pretest (N = 400). Utilizing the validated stimuli, the authors conducted an experiment (N = 400) employing a single-factor (performance attribution promotion: effort vs talent) between-subject design. The authors performed partial least squares structural modeling (PLS-SEM) to test our hypotheses.FindingsThe results revealed the interaction effect of performance attribution promotion and customers' implicit mindset on customer participation expectation. Specifically, when customers were high in implicit mindset (i.e. incremental-minded), attributing competent features, qualifications, or/and service provision of fitness service providers to effort (vs talent) increased customer participation expectation. Yet, when customers were low in implicit mindset (i.e. entity-minded), such an effect did not occur. Further, the authors identified customers' intention to comply with service instructions as a downstream consequence of the aforementioned interaction effect.Originality/valueThe contribution of this paper is twofold. It enriches the performance attribution literature by finding its new consequences and boundary condition. Moreover, the findings aid fitness service practitioners in developing strategies for eliciting customers' compliance with service instruction through performance attribution promotion.

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Competence inference from muscle: how and when trainers' muscle mass impacts service purchase of personal fitness training

Cited by 2 publications

References 52 publications

Emphasizing effort vs talent in personal trainers' performance: consumption response of personal fitness training customers

Emphasizing effort vs talent in personal trainers' performance: consumption response of personal fitness training customers

When does highlighting effort or talent in fitness service providers' performance lead to customer compliance? The role of customers' implicit mindset

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