Leveraging spectator emotion: A review and conceptual framework for marketing health behaviors in elite sports |
| |
| Institution: | 1. School of Human Sciences, The University of Western Australia, M408 35Stirling Highway, Crawley, Perth 6009 Australia;2. AGSM at UNSW Business School, The University of New South Wales Australia;3. UWA Business School, The University of Western Australia, 35 Stirling Highway, Crawley, Perth 6009 Australia;4. Healthway (The Western Australian Health Promotion Foundation), Level 2, 38 Station Street, Subiaco, Perth 6008 Australia;1. German Sport University Cologne, Institute of Sociology and Gender Studies, Am Sportpark Muengersdorf 6, 50933 Köln, Germany;2. Karlsruher Institute of Technology, Institute of Sports and Sports Science, Gebaeude 40.40, Engler-Bunte-Ring 15, 76131 Karlsruhe, Germany;1. Audencia Business School, Department of Management, 95, Rue Falguière, 75015, Paris, France;2. University of Bayreuth, Faculty of Law, Business and Economics, Department of Service Management, Universitaetsstrasse 30, D-95447, Bayreuth, Germany;3. La Trobe University, La Trobe Business School, Department of Management Sport and Tourism, Melbourne, Victoria, 3550, Australia;1. Department of Kinesiology and Health Education, University of Texas at Austin, Belmont 605F, Austin, TX 78712, United States;2. East Carolina University, United States;1. Department of Tourism, Recreation, and Sport Management, University of Florida, Florida Gym 304, P.O. Box 118208, Gainesville, FL 32611, USA;2. University of Massachusetts Amherst, Isenberg School of Management, 121 Presidents Drive, Isenberg 255D, Amherst, MA 01003, USA;1. School of Education and Human Performance, Aurora University, 347 S. Gladstone Ave., Aurora, IL 60506-4892;2. School of Journalism and Communication, University of Oregon Allen Hall, Eugene, OR 97403;3. Department of Management, G. Brint Ryan College of Business, University of North Texas, Denton, TX 76203 |
| |
| Abstract: | Elite sport provides an exciting and dynamic emotional experience for spectators. Social marketers using sport sponsorship to promote health messages are yet to consider the impact of the temporal emotional sporting context in which health messages are promoted. The authors provide a critical review of the evidence for the influence of emotion on behavior and seek to elucidate the implications for health sponsorship in sport. Articles were identified via electronic database searches and returned-article references, with thirty-three suitable articles included. Drawing on evidence from sport sponsorship, social marketing, advertising, and cause-related marketing, the review highlights few studies have investigated emotion, health communication, and behavior in a sport sponsorship context. The findings indicate that positive (e.g. happiness, compassion) and negative (e.g. fear, guilt) emotions influence intentions and behaviors with the interaction of message framing important when delivering social marketing messages. A conceptual model presents how emotions may influence behavioral health sponsorship outcomes and provides areas of future research to develop best policy and practice when delivering health sponsorship in a sporting context. |
| |
| Keywords: | Emotion Sponsorship Health Behavioral intention |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
