The effects of prior affect and sensory stimuli on motorsport spectators’ in-the-moment experiences
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 7 November 2016
Abstract
Purpose
The purpose of this paper is to provide meaningful information to sport organizations that have just recently started hosting sporting events in a new market and want to build long-term relationships with that market’s consumers.
Design/methodology/approach
Using self-administered questionnaires, the study surveys 463 spectators who attended the 2012 Formula One Korean Grand Prix.
Findings
Prior affect and existing sensory cues are crucial for spectators’ consumption behavior. Spectators’ prior event attendance plays a significant role on perceiving sensory stimuli as well as on consequent outcomes. This study also finds arousal significantly affected by seeing and hearing and prior affect. Arousal mediates the effects of these sensory stimuli and prior affect on satisfaction and revisit intention.
Originality/value
This study expands the knowledge on spectators’ experience at live sporting events. In addition, more dimensions of the mechanisms that are at work between cognitive elements and sensory stimuli are added to the existing knowledge of sport spectators’ behavior.
Keywords
Citation
Chung, K.-s., Ryu, D.S. and Lee, S. (2016), "The effects of prior affect and sensory stimuli on motorsport spectators’ in-the-moment experiences", International Journal of Sports Marketing and Sponsorship, Vol. 17 No. 4, pp. 302-319. https://doi.org/10.1108/IJSMS-11-2016-020
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited