過去已有文獻探討口碑推薦在健身產業上的影響，此篇研究提供健身俱樂部對於顧客推薦行為之潛洗腦研究案例—可爾姿女性30分鐘環狀運動健身俱樂部—對於企業如何藉由潛洗腦促發及顧客受促發的表現，個案研究透過23位可爾姿企業與顧客利害關係人之質性合作訪談。本研究透過整合計畫行為理論和顧客推薦程序，來探討企業透過持續並漸進性地潛意識刺激顧客，促發其介紹朋友、家人或同事一起來運動，進而改變她們對推薦的態度，目的在於顧客對推薦結果之行為計畫。此篇研究貢獻出四項理論主張，關於健身俱樂部潛洗腦之階段性影響，並伴隨顧客受潛洗腦之驗證。

Few studies have explored the impacts of Worth-Of-Mouth referral on fitness club. This article presents a case study of unconscious brainwashing on customer referral behavior in relation to fitness club—Curves Fitness Club with the 30-minute full body workout for women—how they priming through unconscious brainwashing and the manifestations of customers. Through the research design incorporating qualitative interviews with 23 management staffs and members of Curves Fitness Club. In the current study we integrate Theory of Planned Behavior and the Customer Referral Programs to explore how fitness club subliminal stimulates on customers continuingly and progressively. Priming them to recommend their friends, families and colleagues to exercise together so that they could change on referral attitude aimed at the planned behavior of customer referral outcome. This article contributes four theoretical propositions regarding the scheduled impacts from fitness club unconscious brainwashing, and concomitant verification of customer manifestations.

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