Gender & Sports MKT
- My internship porject: a controlled Instagram-based experiment (N = 100) revealing how visual cues in sports ads shape female users’ motivation, turning behavioral research into actionable, scalable design insights.
1.Project Overview
Conducted a 2×2 online experiment (N = 100) to test how endorser gender in Instagram sports ads influences female users’ willingness to exercise and brand attitude.
Created controlled Instagram-style stimuli using INTERSPORT brand assets, ensuring gender was the only manipulated cue.
Ran ANOVAs, moderation models, reliability tests (Cronbach’s α = .81–.86) and a priori power analysis to assess design adequacy.
Key finding: endorser gender had no significant effect, but passion for sports strongly predicted outcomes (ηp² up to .234).
Experiment Stimulus
Simple demographic cues aren’t enough. Effective motivation requires identity activation + narrative context, relevant for behavior-change design.
Highlights potential for personalized fitness interfaces that adapt content based on user motivation levels (e.g., passion for sports).
Provides a research foundation for future applications such as adaptive content testing, motivation-driven UI, VR storytelling, and ethical representation tools.