Minkyo Lee
Robert F. Potter
Choong Hoon Lim
and Paul M. Pedersen

The present study investigated the effect of emotions derived from the unique nature of spectator sport (e.g., uncertainty about outcomes) on sport fans’ responses to advertisements presented in a sport broadcasting context. In order to test the study’s hypotheses, a repeated measures design (i.e., program-induced valence [2] × program-induced arousal [2] × ad valence [2]) was employed. As hypothesized, the affective reactions to game outcomes (i.e., a win or a loss) had significant carry-over effects on the evaluative judgments to commercials. The findings enrich our understanding of how...Read more

Minkyo Lee
Robert F. Potter
Choong Hoon Lim
and Paul M. Pederson

The present study investigated the effect of emotions derived from the unique nature of spectator sport (e.g., uncertainty about outcomes) on sport fans’ responses to advertisements presented in a sport broadcasting context. In order to test the study’s hypotheses, a repeated measures design (i.e., program-induced valence [2] × program-induced arousal [2] × ad valence [2]) was employed. As hypothesized, the affective reactions to game outcomes (i.e., a win or a loss) had significant carry-over effects on the evaluative judgments to commercials. The findings enrich our understanding of how...Read more