Does Advertising Mitigate the Negative Effects of Losing on Satisfaction and Conative Aspects of Sport Attendance? A Case Study in Intercollegiate Athletics

Abstract

It has been determined that advertising tends to mitigate a negative trial effect among low-product-involvement consumers when it precedes the negative trial but has no impact on beliefs and attitudes when the trial is positive. This case study investigated the effect of advertisements on sport consumers’ satisfaction and conative loyalty in spectating sport. Specifically, the authors examined spectators who were novice attendees at an intercollegiate men’s basketball game (N = 206). Two groups (home team winning, home team losing) were investigated to determine whether advertising mitigated the negative product–trial effect (losing). The results indicated that although advertising did not mitigate losing specific to immediate satisfaction with the game outcome or decision to attend, it did seem to mitigate losing on conative loyalty.

Intramural Sport Marketing: An Examination of Effectiveness, Participant Motives, and Demographic Differences

“…The fourth hypothesis suggested that women would be motivated more by fitness, social reasons, and fun than men would be. Surprisingly, both genders valued fun/ recreation and social factors evenly, supporting contentions from Lewis et al (1998), McChesney (1997), and Trail et al (2009. Male respondents indicated competitiveness as third and fitness as the least influential factor of participation.…”

“…Rather, the focus is shifted toward the "physically active pursuit" (Lewis et al, 1998, p. 72). Unlike a professional sporting event, where winning is considered a crucial factor in enjoyment, intramural sport can be enjoyed by those seeking fitness, social interaction, or other motives (Lewis et al, 1998;McChesney, 1997;Trail, Hyungil, & Anderson, 2009). Intramural sport participation motivations have been framed in a variety of theories, self-determination theory (SDT) being the most prominent (Cooper et al, 2012;Krinanthi, Konstantinos, & Gavriilidis, 2010).…”

“…Conversely, more men than women have been found to participate in intramural sport for competitive reasons (Cooper et al, 2012;Fink, Trail, & Anderson, 2002;Ruan, 1993). Both genders have been found to value fun/recreation to the same degree (Lewis et al, 1998;McChesney, 1997;Trail et al, 2009).…”

Risk and psychological return: a moderating role of COVID-19 risk perception in the impact of team identification on vitality after sport spectatorship in Tokyo

“…For example, a study indicated that team identification was positively associated with life satisfaction among professional sport fans in the USA IJSMS 24,1 (Inoue et al, 2017). Furthermore, scholars demonstrated that team identification was positively correlated with game satisfaction (Trail et al, 2005;Yoshida et al, 2015). Using an experimental study design, Jang et al (2017) also clarified the positive association between team identification and vitality.…”

“…Inoue et al, 2015Inoue et al, , 2017Jang et al, 2017Jang et al, , 2018. Therefore, team identification is an imperative cognitive attitude for sport fans (Trail et al, 2005) and has traditionally been studied in the context of sport spectatorship (e.g. Matsuoka et al, 2003).…”