Does Advertising Mitigate the Negative Effects of Losing on Satisfaction and Conative Aspects of Sport Attendance? A Case Study in Intercollegiate Athletics

in International Journal of Sport Communication

Click name to view affiliation

Galen T. TrailSeattle University, USA

Search for other papers by Galen T. Trail in
Current site
Google Scholar
PubMed
Close
,
Hyungil KwonChung-Ang University, Korea

Search for other papers by Hyungil Kwon in
Current site
Google Scholar
PubMed
Close
, and
Dean F. AndersonIowa State University, Korea

Search for other papers by Dean F. Anderson in
Current site
Google Scholar
PubMed
Close
Restricted access

It has been determined that advertising tends to mitigate a negative trial effect among low-product-involvement consumers when it precedes the negative trial but has no impact on beliefs and attitudes when the trial is positive. This case study investigated the effect of advertisements on sport consumers’ satisfaction and conative loyalty in spectating sport. Specifically, the authors examined spectators who were novice attendees at an intercollegiate men’s basketball game (N = 206). Two groups (home team winning, home team losing) were investigated to determine whether advertising mitigated the negative product–trial effect (losing). The results indicated that although advertising did not mitigate losing specific to immediate satisfaction with the game outcome or decision to attend, it did seem to mitigate losing on conative loyalty.

Trail is with the Center for the Study of Sport & Exercise, Seattle University, Seattle, WA 98122. Kwon is with Chung-Ang University, Seoul, South Korea. Anderson is with the Dept. of Health and Human Performance, Iowa State University, Ames, IA.

  • Collapse
  • Expand
All Time Past Year Past 30 Days
Abstract Views 1298 442 102
Full Text Views 3 0 0
PDF Downloads 7 1 0