Investigating the moderating role of sport service type and personality on audiences' emotional responses to hedonic vs. cognitive advertisements

Lim, Choonghoon; Lee, Wooyoung; Pedersen, Paul M.

doi:10.1080/21639159.2012.744511

Cited by 7 publications

(10 citation statements)

References 48 publications

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“…Some studies have suggested that accidents or violence in sporting events affect sports consumption and sponsorship effects (e.g. Lee, 2016;Lim et al, 2013). Although these studies did analyze the effects of accidents and/or violence, only one level of severity was manipulated; the researches only considered whether or not an accident had occurred.…”

Section: Fear Appealmentioning

confidence: 99%

“…In sports sponsorships, a viewer's tendency toward sensation-seeking might influence that viewer's response to witnessing sports accidents. One study found that people with high levels of sensation-seeking preferred sports advertising with stimulating and violent messages (Lim et al, 2013). In addition, Lee (2016) found that NASCAR fans with high levels of sensation-seeking preferences tended to prefer the brand of the sponsor of the vehicle that caused the accident.…”

Section: Sensation-seekingmentioning

confidence: 99%

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The severity of a sports-related accident and sponsorship effects: focusing on the fear appeal theory

Lee

Suh

2020

IJSMS

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PurposeThis study aims to examine the influence of a sports-related accident and its severity on sponsorship effects, including brand recognition, attitude toward the sponsoring brand and purchase intention.Design/methodology/approachThe fear appeal theory and sensation-seeking are applied as a theoretical framework. The research is carried out via an experiment using auto racing video footage and print material that manipulates the severity of accidents at three levels – no accident, an accident with a minor injury and an accident resulting in a fatality.FindingsThe analyses demonstrate that the severity of the accident elicits varying sponsorship effects. Sponsorship effects are maximized in a minor injury condition, while smaller sponsorship effects are garnered in the absence of an accident or during fatal injury conditions, as expected via the fear appeal theory. These results suggest that sports fans are excited by auto racing crashes, but are averse to witnessing a fatal accident.Research limitations/implicationsThe participants of the experiment were all students. Consequently, the participants did not represent all sports fans. Only auto racing was examined as experiment stimuli. Different demographic characteristics (e.g. age, race, nationality) and sports could differently influence the relationships among the research variables.Practical implicationsPotential sponsors do not need to take a negative view of the dangers of sports accidents. Rather, it is recommended that such companies actively plan their sponsorship activities with the appropriate strategy.Originality/valueThe relationship between the severity of a sports-related accident and sponsorship effects has received little attention regarding its potential impact on brand recognition, attitude toward the sponsoring brand and purchase intention. The current study is the first known empirical research using the fear appeal theory in sports sponsorship. It investigates the severity of a sports-related accident and determines how that severity influences sponsorship effects in auto racing. This study provides a better understanding of the effects of an accident and its severity on sponsorship effects.

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Section: Fear Appealmentioning

confidence: 99%

Section: Sensation-seekingmentioning

confidence: 99%

The severity of a sports-related accident and sponsorship effects: focusing on the fear appeal theory

Lee

Suh

2020

IJSMS

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“…In other words, people have different personal traits, and some people are more likely to pursue a sensational experience even when that experience might entail risk. In communications, it was found that consumers deemed to be high sensation seekers tended to form favorable attitudes toward sensational and violent messages (Lim, et al, 2013). In that research, high sensation seekers were assumed to pay greater attention and create more favorable attitudes toward a sponsoring brand when a sensational event such as a car crash occurred.…”

Section: H2mentioning

confidence: 99%

“…In communication studies, high sensation seekers paid greater attention and showed more favorable reactions to violent marketing messages than low sensation seekers (Bustin, et al, 2015;Lim, et al, 2013). Based on the previous research related to sensation seeking, a high sensation seeking racing fan would be expected to form more positive feelings toward a crash (i.e., violent and sensational stimulus).…”

Section: Sensation Seeking In Communicationmentioning

confidence: 99%

Are Crashes Good or Bad for NASCAR Sponsors?

Lee

2016

IJBSR

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The purpose of the present research is to examine the influence of accidents (i.e., car crashes) on sponsorship effects (i.e., brand recall and attitude toward the brand) in NASCAR racing. An experiment was conducted with two types of experimental videos, one with a crash and the other with no crash. A total of 239 university students were divided into an experimental group and a control group. The research participants watched one of two types of videos and responded to a questionnaire. The results concluded that watching a crash increased brand recall, but it did not have an impact on attitude toward the brand. Another analysis revealed, however, experiment participants who watched a crash formed favorable attitude toward the sponsoring brand if their sensation seeking and sport fandom were high. These findings implies that an accident actually has positive impacts on sponsorship effects such as brand awareness and attitude toward the brand.

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“…A substantial body of work has examined outcomes of and reactions to life events, and the impact of these events on coping mechanisms (Lazarus & Folkman, 1984) and consumption behaviors (Lim, Lee, & Pedersen, 2013). Events can elicit positive or negative emotions but the occurrence of important and undesirable events is frequently accompanied by elevated stress levels and depression (see Kendler, Karkowski, & Prescott, 1999 for a review), the outcome of which may be observed through certain coping behaviors.…”

Section: Introductionmentioning

confidence: 99%

Chronic negative circumstances and compulsive buying: consumer vulnerability after a natural disaster

Sneath

Lacey

Kennett‐Hensel

2014

Journal of Global Scholars of Marketing Science

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This research is composed of two cross-sectional studies that examine the lingering emotional distress associated with a natural disaster and extend the understanding of its impact on consumption attitudes and behaviors when victims are confronted with additional challenges. The first study examines victims' (n ¼ 426) depression-induced impulsive and compulsive buying after Hurricane Katrina; the second investigates how the recession has exacerbated victims' (n ¼ 191) lingering stress and depressive states, and the effects of these on consumption. These historical events provide a unique opportunity to extend the life event and disaster research and to examine the relationship between negative events and specific consumer behaviors. Results indicate that, years later, compulsive buying has not subsided, and the adversity brought on by the recession appears to have contributed to extended depressive states. Implications for marketers and public policy makers are discussed, as they relate to how vulnerable consumers cope with negative life events.

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Investigating the moderating role of sport service type and personality on audiences' emotional responses to hedonic vs. cognitive advertisements

Cited by 7 publications

References 48 publications

The severity of a sports-related accident and sponsorship effects: focusing on the fear appeal theory

The severity of a sports-related accident and sponsorship effects: focusing on the fear appeal theory

Are Crashes Good or Bad for NASCAR Sponsors?

Chronic negative circumstances and compulsive buying: consumer vulnerability after a natural disaster

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