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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.

This investigation examined the change in children’s participation and attitudes toward sport team involvement from late elementary school to the beginning of high school. A questionnaire designed to measure importance of rewards was given to all 5th and 6th graders (n = 238) from a community with an extensive sports program. Five years later, as 10th and 11th graders, 166 (71%) of the original group participated in the follow-up study. Factor analysis extracted two consistent factors at both questionnaire administrations. One was labeled “extrinsic reward” while the other was labeled “intrinsic satisfaction.” A logit analysis using weighted least squares indicated that past participation and gender as well as the interaction of the importance given to the two reward systems contributed significantly to predicting present participation. An additional model including present value given to reward systems suggested that present value for intrinsic satisfaction might improve prediction of present participation.