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

Abstract

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.

Neural correlates of fanhood: the role of fan identity and team brand strength

“…This effect has also been confirmed in other areas such as attention ( Smith et al, 2003 ) and imaging studies on the self ( Northoff et al, 2006 ). These studies must be taken into account when studying sports fans, because team brands have different strengths (i.e., status, prestige, on-field success) and fans are exposed to different stimuli that are caused by the match unpredictability (i.e., the uncertainty of the final result often generate emotional uncertainty Chang and Inoue, 2021 ). Fans’ responses in relation to teams have been increasingly investigated ( Havard et al, 2013 ), with a neural perspective being also incorporated ( Hungenberg et al, 2020 ).…”

The impact of green marketing on collective behaviour: Experimental evidence from the sports industry

“…In particular, ‘they can act as role models, setting examples, raising awareness and modelling behaviours, particularly among young people’ (United Nations, 2022, p. 2). Thus, given the engagement of supporters in collective emotions and behaviours during sports events (Chang & Inoue, 2021; Didry & Giannelloni, 2019; Smelser, 2011), we assume that, in case of a credible environmental commitment of their favourite sports club, environmental messages aiming at reducing the environmental impact of sports events positively influence supporters' PCE (Inoue et al, 2013).…”

Effects of Game Outcomes and Status Instability on Spectators’ Status Consumption: The Moderating Role of Implicit Team Identification

“…However, scholars must consider how this simple understanding of game outcome might not be able to fully elucidate the entire set of spectating experiences. For example, it has been suggested to consider how viewers' experiences respond to or are affected by the dynamics of game processes (Jang et al, 2017;Chang, 2019;Chang and Inoue, 2021), in-game suspense (Bryant et al, 1994;Su-lin et al, 1997), and the element of surprise (McGraw et al, 2005). These dynamics merit a more nuanced analysis considering that fans' spectating experiences, such as their game satisfaction and their intention to revisit another competition, are often influenced by such game dynamics.…”