Motivational system approach to understand ad processing following various game outcomes

Lee, Minkyo; Potter, Robert F.; Han, Jingjing

doi:10.1080/14413523.2022.2137969

Sport Management Review

2022

DOI: 10.1080/14413523.2022.2137969

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Motivational system approach to understand ad processing following various game outcomes

Minkyo Lee

Robert F. Potter

Jingjing Han

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2023

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Real-time psychophysiological approaches to explore emotional and cognitive processing of VR-mediated sports

Lee,

Zhou

2023

IJSMS

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PurposeThe purpose of this research was to investigate how VR-mediated sports, as opposed to 2-D screens, affect the emotional and cognitive experiences of fans with the game and its sponsors.Design/methodology/approachThe current study employed a single-factorial experimental design, in which participants were randomly assigned to either watch a soccer game through a VR headset or a 2-D screen. Physiological and self-reported measures were used to measure levels of presence, arousal, attention and memory.FindingsParticipants who watched sports through VR experienced a higher level of presence, greater psychophysiological arousal, and exhibited higher levels of attention toward the game. However, they showed lower recognition for in-stadium signage compared to those who watched the game on a 2-D screen.Practical implicationsThe results suggest that sports teams can use VR to create a more immersive and engaging experience for fans. Additionally, in-stadium signage advertising may not be as effective in VR sport broadcasting contexts, and sports practitioners may want to explore alternative forms of advertising that are better suited for VR environments.Originality/valueMethodologically, this study used a combination of self-reported and real-time physiological measures to capture dynamic and spontaneous changes in fans while watching games. Theoretically, this study utilized the Dynamic Human-Centered Communication System Theory to adopt a human-centered approach to understand how VR impacts the experience of sport game viewers.

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Real-time psychophysiological approaches to explore emotional and cognitive processing of VR-mediated sports

Lee,

Zhou

2023

IJSMS

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Motivational system approach to understand ad processing following various game outcomes

Cited by 1 publication

References 45 publications

Real-time psychophysiological approaches to explore emotional and cognitive processing of VR-mediated sports

Real-time psychophysiological approaches to explore emotional and cognitive processing of VR-mediated sports

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