Robbins S, Waked E
McGill University, Centre for Studies in Aging, Montreal, Canada.
Br J Sports Med. 1997 Dec;31(4):299-303. doi: 10.1136/bjsm.31.4.299.
Athletic footwear are associated with frequent injury that are thought to result from repetitive impact. No scientific data suggest they protect well. Expensive athletic shoes are deceptively advertised to safeguard well through "cushioning impact", yet account for 123% greater injury frequency than the cheapest ones. This study tested the hypothesis that deceptive advertising creates a false sense of security with users of expensive athletic shoes, inducing attenuation of impact moderating behaviour, increased impact, and injury.
Fifteen young healthy male volunteers confronted four surfaces: a bare force moment platform, and three with this platform covered by identical shoe sole material made to appear different and advertised divergently. Advertising messages suggested superior impact absorption and protection (deceptive message), poor impact absorption and high injury risk (warning message), and unknown impact absorption and safety (neutral message). Ground reaction forces were recorded for 10 barefoot footfalls, according to a protocol requiring stepping forward from perch to a surface 4.5 cm below.
Impact varied as a function of advertising message (p < 0.001). Deceptive message equalled neutral message in eliciting higher impact than the warning message and the bare platform. Differences grew with repetitions (p < 0.001).
These data provide a plausible mechanism explaining higher injury frequency in users of expensive athletic shoes. This is the first report to suggest: (1) deceptive advertising of protective devices may represent a public health hazard and may have to be eliminated presumably through regulation; (2) a tendency in humans to be less cautious when using new devices of unknown benefit because of overly positive attitudes associated with new technology and novel devices.
运动鞋常与损伤相关，人们认为这是反复冲击所致。没有科学数据表明它们具有良好的保护作用。昂贵的运动鞋被虚假宣传为能通过“缓冲冲击”提供良好保护，但实际上其损伤发生率比最便宜的鞋子高出123%。本研究检验了这样一个假设：虚假广告会让昂贵运动鞋的使用者产生错误的安全感，导致冲击调节行为减弱、冲击力增加以及受伤。
15名年轻健康的男性志愿者面对四种表面：一个裸露的力平台，以及另外三个覆盖有相同鞋底材料但外观不同且宣传各异的力平台。广告信息分别暗示具有卓越的冲击吸收和保护功能（欺骗性信息）、冲击吸收差且受伤风险高（警示性信息），以及冲击吸收和安全性未知（中性信息）。根据从高处向前迈步到下方4.5厘米处表面的方案，记录10次赤脚落地时的地面反作用力。
冲击力因广告信息而异（p < 0.001）。与警示性信息和裸露平台相比，欺骗性信息和中性信息引发的冲击力更高。随着重复次数增加，差异增大（p < 0.001）。
这些数据为解释昂贵运动鞋使用者更高的损伤发生率提供了一种合理机制。这是首份表明：（1）防护装置的虚假广告可能构成公共卫生危害，可能需要通过监管予以消除；（2）由于对新技术和新设备抱有过度积极的态度，人类在使用益处未知的新设备时往往会不那么谨慎的报告。
