This study is designed to fill any explanatory gaps that have been traditionally underexplored when considering the interplay of implicit/automatic/unconscious and explicit/deliberate/conscious attitudes in the context of celebrity endorsement. The main experiment employed single target‐implicit association test as a measure of implicit attitudes. The key finding of the study is that the experimental condition where the fit between the celebrity and the endorsed product was low induced favorable implicit and explicit attitudes, similar to the condition where the fit was high. The explanation for this finding was that dissonance enhanced the association strength of the attitude object through biased attention and elaboration, which provided a basis for favorable propositions. In propositional reasoning, retroactive confirmation of the favorable implicit attitudes resolved dissonance. This study seeks to go beyond the existing endorsement and sponsorship literature developed based on matching principles such as source models, match‐up hypothesis, the congruity theory, and associative network models. The authors recommend that managers search for more creative and novel partners in addition to image‐matching ones.

This study investigated the causal influence that game situations-dependent spectator emotions exert on psychological vigor. Four distinctive game situations that evoked four types of spectators’ emotional states – happiness, sadness, anger, and fear – were identified. Virtual reality technology was utilized to replicate sport spectators’ emotional experiences. The results of the laboratory experiments revealed that states of vigor generally corresponded to the winner-loser effect, wherein victories (or losses) are associated with positive (or negative) emotions. Notably, the close victories condition exerted emotional ambivalence, resulting in mixed outcomes on vigor. Moreover, anger evoked through close losses had a positive impact on vigor. This study advances current understandings of sport fans’ emotional ambivalence and negative affect valuation tendencies. The findings provide significant implications for strategies through which marketers, stakeholders, and health managers can facilitate consumer well-being via sport spectatorship.

One general conclusion from existing studies is that if a team spends more resources and efforts on socially responsible initiatives, fan responses are more likely to be favorable. In the current s...

Attempts were made to explore the value of the multiple social identities approach in reducing the detrimental effects of stereotype threats in the context of spectator sports. A total of 150 females were recruited for a laboratory experiment. The following manipulations were implemented: (a) stereotype threat, (b) threat along with the implicit team identification activation, and (c) control. The results revealed that females in the threat condition showed a reduced level of psychological well-being; paradoxically, negative stereotypes positively influenced their self-esteem. The activation of implicit team identification alleviated the detrimental consequences of threat by inhibiting the spreading activation of harmful stereotypes regarding women in sports. The main theoretical frameworks of this study consisted of the process account of stereotype threat suggested in cognitive psychology. The authors attempted to offer a stronger understanding of the underlying mental processes of stereotype threat on women as well as an effective means to deal with its detrimental consequences.

This study sought to challenge prevalent accounts of emotional eating by exploring the effects of situation-dependent emotions on consumers’ food craving. Four specific game situations in the context of spectator sports, each corresponding to the four types of emotional coping (outcome-desire conflict, avoidance, fulfillment, and pursuit), were identified as follows: decisive victories, decisive losses, close victories, and close losses. By employing laboratory-based virtual reality spectatorship, Study 1 tested the causal effects of happiness (fulfillment), anger (conflict), sadness (conflict), fear (avoidance), and hope (pursuit) on food craving. Study 2 further designed fans’ previous association between emotions and eating as a moderating mechanism in the context of online sport viewership. The results of the two experiments supported the three theoretical principles of eating behavior, including the “food as fuel” principle of anger, the hedonic eating principle of happiness, and the self-regulation principle of hope. However, the results rejected the escape awareness principle of sadness and fear. The study concludes with a discussion of context-dependent emotional positioning and intervention strategies for marketers and policy makers.

This study explores the interaction effects of game outcomes and status instability and the moderating role of implicit team identification on spectators’ status-seeking behavior (the pursuit and preservation of social status). The current study seeks to contribute to the existing consumer behavior and spectatorship literature by examining the counterintuitive outcomes of winner–loser effects through the application of the biosocial theory of status. In an online experiment, NFL fans’ retrospective spectating experiences were captured and manipulated. This experiment used a 2 (game outcome: victory vs. loss) × 2 (status instability: decisive vs. close) × 2 (iTeam ID: high vs. low) between-subjects design. The findings indicated that decisive victories and close losses positively influenced spectators’ future attendance as well as their intention to purchase luxury suites and merchandise featuring images of the team mascot. Conversely, decisive losses and close victories had a negative influence. Additionally, the more spectators implicitly identified with a particular team, the more they exhibited status-seeking behavior; even close victories positively influenced the outcomes. By applying a nascent theoretical approach in the field of consumer behavior (the hormonal account), our results provide fresh insight into explaining spectators’ status-seeking behavior. Also, the findings identify specific conditions in which spectators’ status-seeking behavior is enhanced, thus suggesting ways for managers to strategically allocate their resources.