Your browser does not support the PubReader view.
Go to this page to see a list of supporting browsers.
Research in Dance and Physical Activity
[ Article ]
Research in Dance and Physical Education - Vol. 5, No. 2, pp.11-30
ISSN: 2586-1034 (Online)
Print publication date 31 Aug 2021
Received 09 Jul 2021 Revised 08 Aug 2021 Accepted 11 Aug 2021
DOI: https://doi.org/10.26584/RDPE.2021.08.5.2.11

Exploring the Impact of Emotions Induced by the Olympic Games on the Consumption Values, Attitudes and Purchase Intention Toward the Olympic Sponsor

Inae Oh1 ; Tae Hoon Lee2 ; Jisuk Chang3 ; Choong Hoon Lim4, *
1Seoul National University, Republic of Korea, Ph.D. candidate
2Seoul National University, Republic of Korea, Master's Student
3Seoul National University, Republic of Korea, Ph.D. candidate
4Seoul National University, Republic of Korea, Professor

Correspondence to: *Emanil address: yuchoong01@snu.ac.kr

Abstract

The purpose of this study is to examine how emotional arousal and pleasure experienced during Olympic competitions affect the consumption values, attitudes, and purchase intentions toward sponsoring brands. To fulfill this purpose, an experimental study was conducted with 30 participants and the research design consisted of 2 (Pleasure: Win/Loss) x 2 (Arousal: High/Low) between subjects. Data analyses included Reliability Tests, Independent Samples t-test, and two-way Analysis of Variance (ANOVA) using SPSS 25.0 statistical packages. The findings suggest the pleasure induced by the Olympics is an important factor in its rising positive effect on the consumption values (economic, social and product quality value), attitudes and purchase intentions toward Olympic sponsors. Although it was hypothesized that arousal due to the Olympics positively affects consumption values, attitudes and purchase intentions toward sponsoring brands, analysis results revealed only one significant effect on emotional consumption value. These findings show that arousal and pleasure, which increase in the Olympic competition, play an independent role in evaluating the consumption value of sponsors. Further, factors evaluating the value of Olympic sponsors cannot be assessed only through winning or losing.

Keywords:

emotion, pleasure, arousal, consumption value, sponsorship, Olympic sponsorship

References

  • Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of The Academy of Marketing Science, 27(2), 184-206. [https://doi.org/10.1177/0092070399272005]
  • Barrett, L. F. (1996). Hedonic tone, perceived arousal, and item desirability: Three components of self-reported mood. Cognition & Emotion, 10(1), 47-68. [https://doi.org/10.1080/026999396380385]
  • Barrett, L. F., Mesquita, B., Ochsner, K. N., & Gross, J. J. (2007). The experience of emotion. Annual Review of Psychology, 58, 373-403. [https://doi.org/10.1146/annurev.psych.58.110405.085709]
  • Batra, R., & Stayman, D. M. (1990). The role of mood in advertising effectiveness. Journal of Consumer research, 17(2), 203-214. [https://doi.org/10.1086/208550]
  • Bee, C. C., & Madrigal, R. (2012). It's not whether you win or lose; It's how the game is played. Journal of Advertising, 41(1), 47-58. [https://doi.org/10.2753/JOA0091-3367410104]
  • Bennett, R. (1999). Sports sponsorship, spectator recall and false consensus. European Journal of Marketing. 33(3), 291-313. [https://doi.org/10.1108/03090569910253071]
  • Biscaia, R., Correia, A., Ross, S., & Rosado, A. (2014). Sponsorship effectiveness in professional sport: An examination of recall and recognition among football fans. International Journal of Sports Marketing and Sponsorship, 16(1), 2–18. [https://doi.org/10.1108/IJSMS-16-01-2014-B002]
  • Bloxham, M. (1998). Brand affinity & television programme sponsorship. International Journal of Advertising, 17(1), 89-98. [https://doi.org/10.1080/02650487.1998.11104707]
  • Boronczyk, F., & Breuer, C. (2019). The company you keep: Brand image transfer in concurrent event sponsorship. Journal of Business Research, 124, 739-747. [https://doi.org/10.1016/j.jbusres.2019.03.022]
  • Bradley, M. M., & Lang, P. J. (1994). Measuring emotion: the self-assessment manikin and the semantic differential. Journal of Behavior Therapy and Experimental Psychiatry, 25(1), 49-59. [https://doi.org/10.1016/0005-7916(94)90063-9]
  • Caitlin, D. (2018). Olympic athletes love McDonald’s. But its role in PyeongChang will be the smallest in decades. The Washington Post. Retrieved from https://www.washingtonpost.com/news/wonk/wp/2018/02/09/olympic-athletes-love-mcdonalds-but-its-role-in-pyeongchang-will-be-the-smallest-in-decades, /
  • Canli, T., Desmond, J. E., Zhao, Z., & Gabrieli, J. D. (2002). Sex differences in the neural basis of emotional memories. Proceedings of the National Academy of Sciences, 99(16), 10789-10794. [https://doi.org/10.1073/pnas.162356599]
  • Caruelle, D., Gustafsson, A., Shams, P., & Lervik-Olsen, L. (2019). The use of electrodermal activity (EDA) measurement to understand consumer emotions–A literature review and a call for action. Journal of Business Research, 104, 146-160. [https://doi.org/10.1016/j.jbusres.2019.06.041]
  • Chang, Y. (2017). Why do young people multitask with multiple media? Explicating the relationships among sensation seeking, needs, and media multitasking behavior. Media Psychology, 20(4), 685-703. [https://doi.org/10.1080/15213269.2016.1247717]
  • Choe, Y., Kim, H., & Cho, I. (2020). Role of patriotism in explaining event attendance intention and media consumption intention: The case of Rio 2016. Current Issues in Tourism, 23(5), 523-529. [https://doi.org/10.1080/13683500.2019.1579173]
  • Choi, N. H., Jung, J. M., Oyunbileg, T., & Yang, P. (2016). The impact of emotional arousal levels and valence on product evaluations: From regulatory goal perspective. European Journal of Marketing, 50(1), 78-99. [https://doi.org/10.1108/EJM-09-2013-0481]
  • Clark, M.S., & Isen, A.M. (1982), Toward understanding the relationship between feeling states and social behavior, in A.H. Hastorf, and A.M. Isen (Eds.), Cognitive Social Psychology, New York, NY: Elsevier North-Holland, pp. 73-108.
  • Cornwell, T. B., & Maignan, I. (1998). An international review of sponsorship research. Journal of Advertising, 27(1), 1-21. [https://doi.org/10.1080/00913367.1998.10673539]
  • Cummins, R. G., Keene, J. R., & Nutting, B. H. (2012). The impact of subjective camera in sports on arousal and enjoyment. Mass Communication and Society, 15(1), 74-97. [https://doi.org/10.1080/15205436.2011.558805]
  • D’Astous, A., & Blitz, P. (1995) Consumer evaluations of sponsorship programmes. European Journal of Marketing, 29, 6–22. [https://doi.org/10.1108/03090569510102504]
  • Dekhil, F., & Desbordes, M. (2013). The effect of involvement, emotion, and exposure on sponsor recall and recognition: An international comparative study at the FIFA 2006 World Cup,” International Review of Management and Business Research, 2(4), 862-77.
  • Dens, N., De Pelsmacker, P., & Verhellen, Y. (2018). Better together? Harnessing the power of brand placement through program sponsorship messages. Journal of Business Research, 83, 151-159. [https://doi.org/10.1016/j.jbusres.2017.10.036]
  • Edwards, M. R. (2016). The Olympic effect: Employee reactions to their employer's sponsorship of a high‐profile global sporting event. Human Resource Management, 55(4), 721-740. [https://doi.org/10.1002/hrm.21702]
  • Ertz, E., Cordes, R. V. F., & Buettgen, M. (2020). Does ambushing pay off? Comparing the effectiveness of event sponsorship, team sponsorship, and ambush marketing. International Journal of Sports Marketing and Sponsorship, 21(1), 191-204. [https://doi.org/10.1108/IJSMS-03-2018-0021]
  • Faul, F., Erdfelder, E., Buchner, A., & Lang, A.-G. (2009). Statistical power analyses USING G*Power 3.1: Tests for correlation and regression analyses. Behavior Research Methods, 41(4), 1149–1160. [https://doi.org/10.3758/BRM.41.4.1149]
  • Hansen, F., & Scotwin, L. (1995). An experimental enquiry into sponsoring: What effects can be measured?. Marketing and Research Today, 23(3), 173-173.
  • Hirt, E. R., Zillmann, D., Erickson, G. A., & Kennedy, C. (1992). Costs and benefits of allegiance: Changes in fans' self-ascribed competencies after team victory versus defeat. Journal of Personality and Social Psychology, 63(5), 724. [https://doi.org/10.1037/0022-3514.63.5.724]
  • Holbrook, M. B. (1982). Stroke: social and emotional outcome. Journal of the Royal College of Physicians of London, 16(2), 100.
  • Hyun, S. S., Kim, W., & Lee, M. J. (2011). The impact of advertising on patrons’ emotional responses, perceived value, and behavioral intentions in the chain restaurant industry: The moderating role of advertising-induced arousal. International Journal of Hospitality Management, 30(3), 689-700. [https://doi.org/10.1016/j.ijhm.2010.10.008]
  • IEG. (2018). Signs point to healthy sponsorship spending in 2018. Retrieved from: http://sponsorship.com/Report/2018/01/08/Signs-Point-To-Healthy-Sponsorship-Spending-In-201.aspx
  • IOC. (2020). Olympic marketing fact file 2020. Lausanne, Switzerland.
  • Kamins, M. A., Marks, L. J., & Skinner, D. (1991). Television commercial evaluation in the context of program induced mood: Congruency versus consistency effects. Journal of Advertising, 20(2), 1-14. [https://doi.org/10.1080/00913367.1991.10673209]
  • Kim, J. K. (2000). The effect of mood conditions in consumers induced by TV programs on advertising attitudes (Aad). Advertising Studies, 11(3), 109-146.
  • Kim, T. Y., & Ahn, D. H. (2011). Decryption gap analysis and convergence process proposal through polarity-awakening coordinate of Korean emotion expression vocabulary. Journal of Korea, 55(6), 436-465.
  • Knobloch-Westerwick, S., & Meng, J. (2009). Looking the other way: Selective exposure to attitude-consistent and counter attitudinal political information. Communication Research, 36(3), 426-448. [https://doi.org/10.1177/0093650209333030]
  • Koo, M. J., Kim, N. D., Kim, S. Y., Na, J. Y., Yeo, J. S., & Choi, H. J. (2015). A study on scale development for measuring consumption value. Consumer Studies, 26(6), 235-266.
  • Lee, H. H., & Moon, H. G. (2012). Consumer response to the distributor's location-based mobile shopping service delivery: focused on the context relevance of PAD sentiment models and information. Distribution Research, 17(2), 63-92.
  • Lee, S., Chang, J., Kim, H., & Lim C. (2019). Predicting intentions to pursue ballet using an extended theory of planned behavior. Research in Dance and Physical Education, 3(2), 45-62. [https://doi.org/10.26584/RDPE.2019.12.3.2.45]
  • Madrigal, R. (2001). Social identity effects in a belief–attitude–intentions hierarchy: Implications for corporate sponsorship. Psychology & Marketing, 18(2), 145-165. [https://doi.org/10.1002/1520-6793(200102)18:2<145::AID-MAR1003>3.0.CO;2-T]
  • Mao, L. L., & Zhang, J. J. (2013). Impact of consumer involvement, emotions, and attitude toward Beijing Olympic Games on branding effectiveness of event sponsors. Sport, Business and Management: An International Journal. 3(3), 226-245 [https://doi.org/10.1108/SBM-02-2011-0016]
  • McDonald, C. (1991). Sponsorship and the image of the sponsor. European Journal of marketing. 25(11), 31-38 [https://doi.org/10.1108/EUM0000000000630]
  • Meenaghan, J. A. (1983). Commercial sponsorship. European Journal of Marketing. 17(7), 5-73 [https://doi.org/10.1108/EUM0000000004825]
  • Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
  • Morgan, A., & Frawley, S. (2011). Sponsorship legacy and the hosting of an Olympic Games: The case of Sydney 2000. Journal of Sponsorship, 4(3).
  • Mutz, M., & Gerke, M. (2018). Major sporting events and national identification: The moderating effect of emotional involvement and the role of the media. Communication & Sport, 6(5), 605-626. [https://doi.org/10.1177/2167479517733447]
  • Nassis, P., Theodorakis, N. D., Afthinos, Y., & Kolybalis, H. (2014). The effect of fans’ attitude on sponsorship outcomes. Journal of Applied Sport Management, 6, 48-71
  • Nicholls, J. A., Roslow, S., & Dublish, S. (1999). Brand recall and brand preference at sponsored golf and tennis tournaments. European Journal of Marketing, 33, 365- 386. [https://doi.org/10.1108/03090569910253198]
  • Nunnally, J., & Bernstein, I. (1994). Psychometric theory. New York, US: McGraw Hill.
  • Panasari, A., & Kumar, V. (2017). Customer engagement: The construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 25(3), 294-311. [https://doi.org/10.1007/s11747-016-0485-6]
  • Pham, M. T., & Johar, G. V. (2001). Market prominence biases in sponsor identification: Processes and consequentiality. Psychology & Marketing, 18(2), 123-143. [https://doi.org/10.1002/1520-6793(200102)18:2<123::AID-MAR1002>3.0.CO;2-3]
  • Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. (2004). Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 33(1), 30-42. [https://doi.org/10.1080/00913367.2004.10639151]
  • Russell, J. A. (1980). A circumplex model of affect. Journal of Personality and Social Psychology, 39(6), 1161. [https://doi.org/10.1037/h0077714]
  • Russell, J. A. (2003). Core affect and the psychological construction of emotion. Psychological Review, 110(1), 145–172. [https://doi.org/10.1037/0033-295X.110.1.145]
  • Russell, J. A., & Barrett, L. F. (1999). Core affect, prototypical emotional episodes, and other things called emotion: dissecting the elephant. Journal of Personality and Social Psychology, 76(5), 805. [https://doi.org/10.1037/0022-3514.76.5.805]
  • Russell, J. A., & Mehrabian, A. (1974). Distinguishing anger and anxiety in terms of emotional response factors. Journal of Consulting and Clinical Psychology, 42(1), 79–83. [https://doi.org/10.1037/h0035915]
  • Russell, J. A., Weiss, A., & Mendelsohn, G. A. (1989). Affect grid: a single-item scale of pleasure and arousal. Journal of Personality and Social Psychology, 57(3), 493. [https://doi.org/10.1037/0022-3514.57.3.493]
  • Ryan, A., & Fahy, J. (2012). Evolving priorities in sponsorship: From media management to network management. Journal of Marketing Management, 28(9-10), 1132–1158. [https://doi.org/10.1080/0267257X.2011.645858]
  • Ryan, A., & Blois, K. (2010). The emotional dimension of organizational work when cultural sponsorship relationships are dissolved. Journal of Marketing Management, 26(7), 612-634. [https://doi.org/10.1080/0267257X.2010.485868]
  • Sanbonmatsu, D. M., & Kardes, F. R. (1988). The effects of physiological arousal on information processing and persuasion. Journal of Consumer Research, 15(3), 379-385. [https://doi.org/10.1086/209175]
  • Sandler, D., & Shani, D. (1989). Olympic sponsorship vs. "ambush" marketing: who gets the gold?. Journal of Advertising Research, 29, 9-14.
  • Shen, W., Liu, Z., Ball, L. J., Huang, T., Yuan, Y., Bai, H., & Hua, M. (2020). Easy to remember, easy to forget? The memorability of creative advertisements. Creativity Research Journal, 32(3), 313-322. [https://doi.org/10.1080/10400419.2020.1821568]
  • Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170. [https://doi.org/10.1016/0148-2963(91)90050-8]
  • Shu, S. T., King, B., & Chang, C. H. (2015). Tourist perceptions of event–sponsor brand fit and sponsor brand attitude. Journal of Travel & Tourism Marketing, 32(6), 761-777. [https://doi.org/10.1080/10548408.2014.946576]
  • Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the Academy of Marketing Science, 28(2), 226-238. [https://doi.org/10.1177/0092070300282004]
  • Stipp, H. (1998). The impact of Olympic sponsorship on corporate image. International Journal of Advertising, 17(1), 75-87. [https://doi.org/10.1080/02650487.1998.11104706]
  • Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220. [https://doi.org/10.1016/S0022-4359(01)00041-0]
  • Tomalieh, E. F. (2016). The impact of events sponsorship on attendee’s purchase intention: The mediating role of brand image. International Journal of Business and Management, 11(8), 162-175. [https://doi.org/10.5539/ijbm.v11n8p162]
  • Waite, N. (1979). Sponsorship in context (PhD dissertation), Cranfield Institute of Technology School of Management. Cranfield, UK.
  • Wakefield, K. L., & Bennett, G. (2010). Affective intensity and sponsor identification. Journal of Advertising, 39(3), 99–111. [https://doi.org/10.2753/JOA0091-3367390307]
  • Wann, D. L., Roberts, A., & Tindall, J. (1999). Role of team performance, team identification, and self-esteem in sport spectators' game preferences. Perceptual and Motor Skills, 89(3), 945-950. [https://doi.org/10.2466/pms.1999.89.3.945]
  • Westbrook, R. A., & Oliver, R. L. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(1), 84-91. [https://doi.org/10.1086/209243]
  • White, K., & McFarland, C. (2009). When are moods most likely to influence consumers' product preferences? The role of mood focus and perceived relevance of moods. Journal of Consumer Psychology, 19(3), 526-536. [https://doi.org/10.1016/j.jcps.2009.05.004]
  • Winters, L. (1986). The effect of brand advertising on company image: implications for corporate advertising. Journal of Advertising Research, 26, 54—59.
  • Woo, B., & Lee, Y.H. (2020). Understanding the motives of high-risk leisure participants: A case of Mt. Everest mountaineers. Research in Dance and Physical Education, 4(3), 51-61. [https://doi.org/10.26584/RDPE.2020.12.4.3.51]
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. [https://doi.org/10.1177/002224298805200302]
  • Zillmann, D. (1971). Excitation transfer in communication-mediated aggressive behavior. Journal of Experimental Social Psychology, 7(4), 419-434. [https://doi.org/10.1016/0022-1031(71)90075-8]
  • Zillmann, D., Bryant, J., & Sapolsky, B. S. (1989). Enjoyment from sports spectatorship. Sports, games, and play: Social and Psychological Viewpoints, 2, 241-278.