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Advertisers put considerable effort into developing messages that appeal to a persuadable target group. Based on the characteristics of these audiences, as well as a number of situational factors, advertising messages can be described as primarily informational or emotional. The purpose of this study was to test how the value orientation of a sports-related event and situational involvement moderate consumers’ information processing and attitudes toward the event advertisement. Consistent with dual-process theory, the results indicate that, when dealing with information about a utilitarian sports career-fair event, consumers rely on either effortful or effortless processing depending on their level of situational involvement. However, consumers use both effortful and effortless processing for a hedonic sporting event. This study extends the dual-process theory and planning models by suggesting that a traditional, theory-based dichotomous dual-process model should give way to a co-occurrence model for hedonic sporting events in high-involvement situations.

Models employed in exercise psychology highlight the role of reflective processes for explaining behavior change. However, as discussed in social cognition literature, information-processing models also consider automatic processes (dual-process models). To examine the relevance of automatic processing in exercise psychology, we used a priming task to assess the automatic evaluations of exercise stimuli in physically active sport and exercise majors (n = 32), physically active nonsport majors (n = 31), and inactive students (n = 31). Results showed that physically active students responded faster to positive words after exercise primes, whereas inactive students responded more rapidly to negative words. Priming task reaction times were successfully used to predict reported amounts of exercise in an ordinal regression model. Findings were obtained only with experiential items reflecting negative and positive consequences of exercise. The results illustrate the potential importance of dual-process models in exercise psychology.

This lecture was intended to continue the discussions on why and how to establish a distinctive sport management discipline that was initiated by previous Earle F. Zeigler Lecture Award recipients. Through applying the dual process theory (Dijksterhuis & Nordgren, 2006), it was intended to explore the differences between tangible and intangible variables, how they have been studied as distinct perspectives, and how they can be integrated through two application examples, one on service quality of sport event operations and the other on market demand for sport events. Hopefully, this lecture would help reenergize the discussions and inquiries on this important matter. These illustrations are certainly debatable and subject to further empirical examinations.

Intervention-induced gains in need satisfaction decrease PE students’ amotivation. The present study adopted a dual-process model to test whether an intervention could also decrease need frustration and hence provide a second supplemental source to further decrease students’ PE amotivation. Using an experimental, longitudinal research design, 19 experienced PE teachers (9 experimental, 10 control) and their 1,017 students participated in an intervention program to help teachers become both more autonomy supportive and less controlling. Multilevel repeated measures analyses showed that students of teachers in the experimental group reported greater T2, T3, and T4 perceived autonomy support, need satisfaction, and engagement and lesser T2, T3, and T4 perceived teacher control, need frustration, and amotivation than did students of teachers in the control group. Multilevel structural equation modeling analyses confirmed the hypothesized dual-process model in which both intervention-induced increases in need satisfaction and intervention-induced decreases need frustration decreased students’ end-of-semester amotivation. We discuss the theoretical and practical implications of this new finding on the dual antecedents of diminished amotivation.

Investigating implicit–explicit concordance can aid in understanding underlying mechanisms and possible intervention effects. This research examined the concordance between implicit associations of exercise with health or appearance and related explicit motives. Variables considered as possible moderators were behavioral regulations, explicit attitudes, and social desirability. Participants (N = 454) completed measures of implicit associations of exercise with health and appearance and questionnaire measures of health and appearance motives, attitudes, social desirability, and behavioral regulations. Attitudes significantly moderated the relationship between implicit associations of exercise with health and health motives. Identified regulations significantly moderated implicit–explicit concordance with respect to associations with appearance. These results suggest that implicit and explicit exercise-related cognitions are not necessarily independent and their relationship to each other may be moderated by attitudes or some forms of behavioral regulation. Future research that takes a dual-processing approach to exercise behavior should consider potential theoretical moderators of concordance.