n380369SE Academic Article uri icon

abstract

  • Investigating the existence of mixed emotions within a sport consumer behavior context is the purpose of this study. Two experimental studies with a 4 (game outcome)2 (response format) mixed model analysis of covariance were implemented. The authors tested concurrence of two opposite emotions in Study 1 by asking subjects to complete an online continuous measure of happiness/sadness. Subjects reported more mixed emotions while watching a conflicting game outcome, such as a disappointing win and relieving loss, than during a straight game outcome. In Study 2, real-time-based measures of sport consumer emotions appear to have greater validity than recall-based measures of sport consumer emotions. Subjects with real-time-based measures were less likely to report a straight loss as positive and a straight win as negative than those with the retrospective measure. This study provides evidence of mixed emotions; specifically, happiness and sadness can co-occur during sports consumption.

published proceedings

  • Journal of Sport Management

author list (cited authors)

  • Kim, J. W., Magnusen, M., & Lee, H.

publication date

  • January 1, 2017 11:11 AM