Bob Stewart

Abstract Employing an extended case method ethnography (Burawoy 1998), the researcher joined five new members forming a spiritualist's group under the leadership of an experienced advocate. Over a period of eighteen months, the researcher attended all the group's activities and events. Data were collected to reflexively interrogate the process theory of conversion proposed by Lewis Rambo (1993). The data revealed conversion to be a multifaceted and dynamic process of cognitive change, mediated by structural, and contextual forces. The results provide a reconceptualization of Rambo's theory, presenting a theoretical expansion of the model emphasizing its mechanisms of action. The paper details the composition of the “Interaction-Commitment” mechanism, operationalized within four submechanisms emanating from Rambo's roles, rituals, rhetoric, and relationships. This longitudinal study shows that most of the hard work toward conversion occurs before any formal interaction with a conversion advocate. Conversion operates most effectively under conditions of cognitive economy wherein the belief path follows a path of least cognitive expenditure

This paper proposes that the sponsorship of sport by nutritional supplements and sport drinks companies should be re-examined in the light of ethical concerns about the closeness of this relationship. A short overview is provided of the sponsorship of sport, arguing that ethical concerns about its appropriateness remain despite the imposition of severe restrictions on tobacco sponsorship. Further, the paper examines the main concerns about supplement use and sports drinks with respect to efficacy, health and the risks of doping. Particular consideration is given to the health implications of these concerns. It is suggested that they, of themselves, do not warrant the restriction of sponsorship by companies producing supplements and sports drinks. Nevertheless, it is argued that sports sponsorship does warrant further ethical examination—above and beyond that afforded to other sponsors of sport—as sport sponsorship is integral to the perceived need for such products. In conclusion, it is argued that sport may have found itself lending unwarranted credibility to products which would otherwise not necessarily be seen as beneficial for participation in sports and exercise or as inherently healthy products.