Leveraging spectator emotion: A review and conceptual framework for marketing health behaviors in elite sports

Teal, Renee; Roberts, Michèle; Harrigan, Paul; Clarkson, Jo; Rosenberg, Michael

doi:10.1016/j.smr.2019.05.003

Cited by 10 publications

(7 citation statements)

References 83 publications

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“…In the current study, therefore, we focus on spectator emotions as well as the impact of emotions on psychological vigor in the context of spectator sports. This focus directly engages and aligns with the increasing calls for research that centres on the health-related consequences of spectator emotions (Cornil & Chandon, 2013;Teal et al, 2020) and the role of sport spectatorship in making an individual's life worth living (Inoue et al, 2020(Inoue et al, , 2017.…”

Section: Introductionmentioning

confidence: 77%

Spectator emotions in predicting psychological vigor: emotional meta experience and affect valuation perspectives

Chang

Inoue

2021

Sport Management Review

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This study investigated the causal influence that game situationsdependent 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 winnerloser 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.

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Section: Introductionmentioning

confidence: 77%

Spectator emotions in predicting psychological vigor: emotional meta experience and affect valuation perspectives

Chang

Inoue

2021

Sport Management Review

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“…The weight of research suggests that repetitive exposure produces feelings of familiarity and appeal Olson and Thjømøe (2003), in addition to normalisation and endorsement of the alcohol sponsor. A causal relationship has been found between exposure and alcohol consumption through several longitudinal studies (Ellickson et al , 2005; Snyder et al , 2006), and athletes sponsored by alcohol companies have been found to consume and prefer alcohol more than those not sponsored by alcohol (O'Brien et al , 2011; Teal et al , 2019). A systematic review by Brown (2016) corroborated prior research by finding an association between alcohol sports sponsorship and alcohol consumption.…”

Section: Sports Sponsorship Researchmentioning

confidence: 99%

A new frontier: alcohol sponsorship activation through esports

Kelly

Leij

2020

MIP

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PurposeThe purpose of this paper is to examine the impact of alcohol sponsorship-linked advertising through esports upon young gaming audiences and how gaming behaviours affect advertising response.Design/methodology/approachA cross-sectional survey study was employed to examine the prevalence and nature of alcohol advertising in esports, and the impact of esports participation upon young audiences' consumption and preferences concerning alcohol. Survey data were collected from 976 young Australian gamers aged between 16 and 34 years (58.9% male) using online questionnaires.FindingsResults revealed a vulnerability to alcohol sponsorship and advertising among 25 to 34-year-old and heavy gamer cohorts. As predicted, heavy gamers were more receptive to alcohol advertising in terms of awareness, preference and consumption while gaming than casual gamers.Practical implicationsThis research advances theories of consumer behaviour and advertising exposure situated in a new landscape of converging virtual and real experiential marketing. It also provides much-needed evidence to guide marketing strategy to the next-generation audiences and regulation of new and burgeoning digital platforms. Our research also highlights a need for policy to address the burgeoning, largely unregulated nature of online gaming.Originality/valueThis research provides the first empirical evidence of the impacts of alcohol-linked sponsorship in esports upon young playing and streaming audiences. It informs marketing strategy and policy in relation to the rapidly growing, potentially vulnerable online competitive gaming audience.

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“…Cinco participantes manifestaron que la publicidad de cáncer de mama actual sí cumple con sus expectativas, ya que es sensibilizadora, informativa y preventiva. En línea con Teal et al (2019), las campañas sociales deben regirse principalmente por el uso de la sensibilización, ya que las personas mediante los sentimientos en muchas ocasiones toman más en serio la publicidad sobre enfermedades y los beneficios de llevar un estilo de vida saludable. Por lo tanto, es imperativo utilizar mensajes y conceptos sensibilizadores para cambiar la actitud y comportamiento de las personas sobre alguna temática social (Te, Ford & Schubert, 2019).…”

Section: Las Expectativas Sobre La Publicidad En Mujeres Sobrevivient...unclassified

“…De esta manera, se aprecia una creciente tendencia de la sociedad por su interés y relación con marcas comprometidas con la humanidad (Teal, Roberts, Harrigan, Clarkson, & Rosenberg, 2019;Xu & Zhou, 2020). En una encuesta realizada por Nielson en 60 países, se reveló que al menos el 55% de los consumidores prefiere productos de marcas socialmente responsables, siendo la confianza la variable principal en este tipo de estudios (Bhaduri & Ha-Brookshire, 2017;Font & Lynes, 2018).…”

Section: Introductionunclassified

Percepción de sobrevivientes de cáncer de mama, de la campaña publicitaria “Ayúdanos a desaparecer el cáncer de mama”

Rocha-Villanueva

Arbaiza²,

Gallardo-Echenique³

2022

Rev Esp Comun Salud

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Introducción: Existe una creciente tendencia por parte de las marcas de tratar temas sociales y, en base a ello, los consumidores generan diferentes percepciones. Objetivo: Analizar cómo perciben las mujeres que han superado el cáncer de mama la campaña publicitaria “Ayúdanos a desaparecer el cáncer de mama” de Oncosalud. Metodología: El enfoque fue fenomenológico. Se utilizó la técnica de entrevista semiestructurada, con lo cual se analizaron las percepciones de quince mujeres que superaron esta enfermedad. Resultados: Los resultados indican que las mujeres sobrevivientes al cáncer de mama perciben la publicidad sobre este tema de manera positiva. Ellas exigen que, si la marca va a realizar una campaña sobre un tema tan delicado, el mensaje debe elaborarse de la forma más pulcra posible. Conclusiones: Su difícil experiencia de vida como pacientes oncológicas les otorga una percepción muy particular sobre lo que se debe mostrar tanto en los mensajes audiovisuales como en las redes sociales.

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Leveraging spectator emotion: A review and conceptual framework for marketing health behaviors in elite sports

Cited by 10 publications

References 83 publications

Spectator emotions in predicting psychological vigor: emotional meta experience and affect valuation perspectives

Spectator emotions in predicting psychological vigor: emotional meta experience and affect valuation perspectives

A new frontier: alcohol sponsorship activation through esports

Percepción de sobrevivientes de cáncer de mama, de la campaña publicitaria “Ayúdanos a desaparecer el cáncer de mama”

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