Emotions In Sporting Events

This paper explores how emotions invoked by a sporting event can affect future intent to purchase a product. A study performed by Wang and Kaplanidou (2013) looked at the tendency of college students to purchase from emotion-lifting sponsors (ELS) and non-emotion-lifting sponsors (NELS) after viewing either a positive or negative highlight film of the university’s American football team. The results were measured on a Self-Assessment Manikin (SAM) test and assigned a score on a 9-point scale. Following the procedures and results is a discussion section, which includes a real world application and recommendations for overall improvement of the study. Introduction The significance of television in American society today has become so strong it can be considered a daily necessity and companies are taking notice of the opportunities that lay ahead of them. Along with the rise in the use of television is the societal importance placed on sports such as American football, baseball, and basketball at all levels of …show more content…
The hypotheses put forth at the beginning of the experiment were supported by the data and confirmed positive emotions result in a higher intent to purchase a brand in the future and, regardless of the emotion invoked, there will be a higher demand in the short term to buy for immediate gratification. Emotions evoked within a spectator during a sporting event actually influence the probability of purchase of the products advertised during the competition. Companies who sell ELS items, such as candy, alcohol, or food, experience a positive outcome because the products are seen as simple mood changers. The connection between a feeling of joy from sporting events and the exposure of a brand increase the probability the consumer will remember the brand with feelings of joy regardless of the situation (Anctil,