The current study used a 2 × 2 analysis to explore the effect of athlete endorser-product congruence and endorser credibility on consumer responses, such as attitude toward the advertisement, attitude toward the brand, and purchase intention. Real people and actual brands were used as stimuli to enhance external validity and generalizability. Research results confirmed the interaction effects between athlete endorser-product congruence and endorser credibility on three specific consumer responses. The research further examined and identified the indirect path from attitude toward the advertisement and purchase intention, mediated by attitude toward the brand. The findings from the research fill gaps in the literature and extend the body of knowledge in endorsement studies in general and sport celebrity-endorsement studies in particular.

Volunteers are crucial to the delivery of sport events worldwide. This research examines the efficacy of Western models of volunteering for Korean volunteers. Specifically, this research examines the relationship between benefits, sense of community, satisfaction, and commitment in a Korean context. A survey of 218 volunteers at the 2011 Formula One Grand Prix in Seoul, Korea was conducted. The results indicate that the structure of benefits obtained was less differentiated than previous research that has been conducted in Western cultures where volunteering is more prevalent. Further, the results show that the two benefits that Korean volunteers believed they obtained, excitement and professional development, do not impact satisfaction or commitment. Instead, sense of community was found to directly impact satisfaction and commitment, which is congruent with the collectivist values of Korean society.

Aging is a process associated with a decline in cognitive and motor functions, which can be attributed to neurological changes in the brain. Tai Chi, a multimodal mind-body exercise, can be practiced by people across all ages. Previous research identified effects of Tai Chi practice on delaying cognitive and motor degeneration. Benefits in behavioral performance included improved fine and gross motor skills, postural control, muscle strength, and so forth. Neural plasticity remained in the aging brain implies that Tai Chi-associated benefits may not be limited to the behavioral level. Instead, neurological changes in the human brain play a significant role in corresponding to the behavioral improvement. However, previous studies mainly focused on the effects of behavioral performance, leaving neurological changes largely unknown. This systematic review summarized extant studies that used brain imaging techniques and EEG to examine the effects of Tai Chi on older adults. Eleven articles were eligible for the final review. Three neuroimaging techniques including fMRI (N = 6), EEG (N = 4), and MRI (N = 1), were employed for different study interests. Significant changes were reported on subjects' cortical thickness, functional connectivity and homogeneity of the brain, and executive network neural function after Tai Chi intervention. The findings suggested that Tai Chi intervention give rise to beneficial neurological changes in the human brain. Future research should develop valid and convincing study design by applying neuroimaging techniques to detect effects of Tai Chi intervention on the central nervous system of older adults. By integrating neuroimaging techniques into randomized controlled trials involved with Tai Chi intervention, researchers can extend the current research focus from behavioral domain to neurological level.