The primary purpose of this dissertation was to investigate the effect of emotions derived from the unique nature of spectator sport (e.g., intensive emotional responses, uncertainty of outcomes) on sport fans’ information processing and attitude formation regarding TV commercials presented in a sport broadcasting context. The current research advanced previous findings (e.g., Bee & Madrigal, 2012; Wang & Lang, 2012) related to the program-induced mood effect by making adjustments to the methodological approaches (e.g., real-time psychophysiological measures, mixed experimental designs) and by employing different theoretical approach (i.e., the limited capacity model of motivated mediated message processing). The affective priming paradigm (Bower, 1981, 1991) was re-conceptualized from the theoretical perspective of the limited capacity model of motivated mediated message processing (Lang, 2006a, 2006b).
In order to test the study’s hypotheses, a mixed method experimental design (i.e., game outcome  × uncertainty about outcome  × emotional tone of commercial  × video replication ) was employed. As hypothesized in this study, both the attitudinal formation and the information processing of emotional commercials by sports fans were significantly impacted by motivational systems which are activated by the outcomes (e.g., winning the game, losing the contest) and the closeness (e.g., tight game, lopsided score) of sporting events. The results of repeated measures of ANOVA indicate that the mood-inconsistent combination allocated more cognitive resource allocation to encoding. Moreover, the effects of commercials on attitudinal formations were significantly moderated by the game outcomes.
The current study provides several theoretical and managerial contributions in sport management and general motivated cognitive research. This study enriches our understanding of how sport fans process information and form attitudes relating to commercials. Furthermore, the results of this study related to the possible ways in which sport advertising influences consumers’ cognitive processing, attitudes, and so forth are of benefit to practitioners (e.g., sport team sponsors, sporting event advertisers) as well as scholars (e.g., sport marketing researchers). For example, by relying on the study’s findings, marketing professionals in the field are able to create effective advertising strategies in order to maximize their goals (e.g., drawing attention to the commercial, increasing the memory of the viewer regarding the advertised product and brand, persuading the viewer to buy a product).
|Advisor:||Pedersen, Paul M.|
|Commitee:||Potter, Robert F., Sailes, Gary A., Williams, Antonio S.|
|School Location:||United States -- Indiana|
|Source:||DAI-A 78/08(E), Dissertation Abstracts International|
|Subjects:||Sports Management, Communication|
|Keywords:||Emotions, LC4MP, Program induced emotions effect, Psychophysiological experiment, Team performance, Uncertain outcome|
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