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An investigation of factors that influence running footwear selection and subjective perceptions
Abstract
Background: Many runners consider shoes important to sport participation. Selecting running shoes requires runners to navigate marketing claims and anecdotal evidence to find shoes that meet their needs. Salespeople in running stores often guide runners in their footwear selection, with runners often selecting shoes based on their subjective perceptions of comfort, performance, and injury risk reduction. The validity of this approach is questionable as the advice from salespeople can lack evidence base and runners’ footwear perceptions may be biased. Although previous research identifies the importance of salespeople in shoe selection, little is known regarding how runners choose their shoes in store. Furthermore, it may be possible to influence runner behaviour through education-based interventions and salespeople recommendations, although the effects of education and recommendation on shoe choice are largely unknown.
Aim: To explore the in-store running shoe selection process and the influence of education and expert recommendation on runners’ shoe selection and subjective perceptions.
Methods: This Thesis is comprised of seven Chapters, five of which are formatted as academic papers suitable for peer-reviewed publication. First, a systematic review was conducted on factors that influence road running shoe selection. Secondly, 101 runners visiting specialty running stores were surveyed on their running shoe choice, running history, conscious behaviour, and perceived influence of salespeople on their shoe selection. Thirdly, a thematic analysis was used to evaluate how 38 salespeople perceived the salesperson-to-runner interactions. Fourthly, in a double-blind randomised controlled trial (RCT), 56 runners were randomly assigned to a control or educational video prior to purchasing new running shoes. Runners reported shoe selection behaviours, running history, consciousness during purchase, injuries, and subjective perceptions over three months using online surveys. Lastly, in a single-blind crossover RCT, 21 female runners underwent a clinical gait analysis process and ran on a treadmill at a self-selected pace using their own shoes and two experimental shoes with different product descriptions. One shoe was described as a basic running shoe, whereas the other as a shoe gait-matched to their running style. Subjective perceptions including comfort, performance, and injury risk were reported using visual analogue scales (VAS), and spatiotemporal parameters and resultant tibial acceleration were monitored during running trials.
Results: Forty factors reported to influence running shoe selection were sourced from the seven studies included in the systematic review. These factors were thematically sub-grouped in five categories: subjective, shoe-specific characteristics, market features, peer evaluation, and runner characteristics. From the 101 runners surveyed in specialty running stores, over 43% of them primarily sought advice from running shoe stores (salespeople) and 25% sought advice from other runners (i.e., family, friends, and running clubs). Runners consistently prioritised fit, comfort, familiarity, and gait analysis during shoe selection. These priorities were aimed at reducing injury risk, with over 20% of surveyed runners in-store reporting sustaining a running-related injury in the previous six months. Based on the 38 interviews conducted, salespeople aimed to build relationships through demonstrating expertise to drive business by making a sale and creating future business. In the RCT providing evidence-based education to runners on shoes, runners that thought less about which shoes to buy were more satisfied at three months post-purchase (89.7 ± 11.2 mm versus 79.8 ± 25.7 mm, p = 0.023) and all runners reported increased subjective performance in new shoes compared to old ones (p = 0.006) based on VAS scores. There was a trend (p = 0.054) for runners to choose different makes and models of shoes after viewing an educational video. In the laboratory-based RCT, runners preferred their own shoes over gait-matched and basic shoes, but rated subjective comfort, performance, and injury risk (p < 0.001, all measures) more favourably in gait-matched than basic shoes, while maintaining similar running biomechanics.
Conclusion: Road runners that buy shoes from specialty stores rely on the recommendations of salespeople and other runners, despite the unknown quality of this advice. Salespeople build trust with runners through demonstrating expertise and using gait analysis to sell shoes and create future business. Runners in specialty stores focus on subjective factors derived from trying on shoes in-person, such as comfort and fit, with the main goal of reducing injury risk. The subjective perceptions of footwear of runners are manipulable, which further complicates choosing shoes based on desirable factors such as comfort or risk reduction. Additionally, runners typically buy shoes that are familiar to them despite interacting with scientific evidence that they believe influence their behaviours. Runners that think less consciously about their shoe choice are more satisfied with their shoe selection. Current practice of in-store gait analysis and shoe recommendation may not be effective in meeting runners’ desired goals or be evidence-based, with the most appropriate shoe recommendation practices for individuals a challenge to establish.
Type
Thesis
Type of thesis
Series
Citation
Date
2024-12-17
Publisher
The University of Waikato
Rights
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