Using Experiments in Sport Consumer Behavior Research: A Review and Directions for Future Research

Yong Jae Ko
Dae Hee Kwak
Eric Wonseok Jang
Joon Sung Lee
Akira Asada
Yonghwan Chang
Daehwan Kim
Sean Pradhan
and Semih Yilmaz

A growing number of sport consumer behavior scholars have been employing experimental methods, especially because experiments allow researchers to gain a better understanding of causal inferences by examining controlled conditions. The purpose of this paper is twofold: (1) to offer the current state of the adoption of experimental methods in sport consumer behavior research and (2) to discuss and highlight best practices that scholars can use when considering experimental designs. More specifically, we discuss methodological gaps existing in sport consumer behavior research by reviewing published sport consumer behavior articles in a content analysis. We also provide considerations to improve validity of empirical findings and outline the characteristics of well-designed experiments and how they can help advance theory development in the field. Ultimately, we offer practical recommendations and guidance to researchers wishing to use experiments in a wide array of research topics within sport consumer behavior.