Search

This study investigated the causal influence that game situations-dependent spectator emotions exert on psychological vigor. Four distinctive game situations that evoked four types of spectators’ emotional states – happiness, sadness, anger, and fear – were identified. Virtual reality technology was utilized to replicate sport spectators’ emotional experiences. The results of the laboratory experiments revealed that states of vigor generally corresponded to the winner-loser effect, wherein victories (or losses) are associated with positive (or negative) emotions. Notably, the close victories condition exerted emotional ambivalence, resulting in mixed outcomes on vigor. Moreover, anger evoked through close losses had a positive impact on vigor. This study advances current understandings of sport fans’ emotional ambivalence and negative affect valuation tendencies. The findings provide significant implications for strategies through which marketers, stakeholders, and health managers can facilitate consumer well-being via sport spectatorship.

© 2017 Sport Management Association of Australia and New Zealand The sport participation rate has been shown to decrease with age in many countries. In Japan, however, the elderly sport participation rate has increased over the last decade and is the highest among all Japanese. This study investigated whether the cohort effect generated by the shared experience of hosting the Tokyo 1964 Olympic Games during their youth can explain the increased sport participation of elderly Japanese. Data from the Japanese National Sport-Life Survey over 20 years were analyzed through regression analysis. The results show that, after controlling for demographics and other determinants of sport participation, individuals who experienced the Tokyo 1964 Olympic Games participated in sport more frequently than other generations.

Building upon scholarly work on corporate associations, social identity, and corporate philanthropy, this study aimed to: (1) identify the effect of perceived corporate ability (CA) associations of professional sport organizations (PSO) on consumer support of their nonprofit partners and (2) understand communication strategies that enable PSOs to gain greater business benefits from their philanthropic activities. The results of an experiment supported the role of perceived CA in influencing consumer intentions to donate to a PSO's nonprofit partner, and further showed that this perception had a greater effect when respondents’ identification with the PSO was low. The finding also indicated that a message describing a PSO's donation of a large amount of money for a cause could create positive attitudes toward the PSO. These findings extend recent work on professional sport philanthropy by demonstrating that—under certain conditions—such an activity can enhance benefits for both PSOs and their nonprofit partners.

The purpose of this study is to understand how professional sport organizations might influence consumer voluntary behavior through their corporate social marketing (CSM) initiatives by focusing on the role of corporate credibility. The study examined consumer responses to environmental initiatives by two professional sport teams, and showed that organizational and program characteristics were associated with the corporate credibility of the teams in supporting environmental protection (i.e., environmental credibility). Environmental credibility, in turn, was found to have a positive association with consumer pro-environmental behavior measured by daily recycling involvement and recycling intentions during the teams’ home games. The results further revealed that environmental credibility was more strongly associated with recycling intentions during games for respondents who were less involved in environmental issues. Together, these findings suggest that professional sport organizations can be an effective vehicle for socially beneficial behavior by increasing their credibility in CSM involvement.