Robert Madrigal

Cognitive and affective determinants of fan satisfaction with sporting event attendance.

The current study proposes and tests a structural model of fan satisfaction with attending a sporting event. Specifically, three cognitive antecedents (expectancy disconfirmation, team identificati...

Social identity effects in a belief–attitude–intentions hierarchy: Implications for corporate sponsorship

Companies have increasingly turned to sponsorship as a marketing communications vehicle in the hopes that the goodwill that consumers feel toward an event, cause, or sports team will rub off on their brands. The current study tests a beliefs–attitude–intentions hierarchy in the context of the corporate sponsorship of a major universitys sports teams. The direct and indirect effects of social identity with the universitys teams (i.e., team identification) on intentions to purchase products from a corporate sponsor are also considered. A random-digit dialing methodology was used to collect data from 368 individuals. In general, the results supported the hypotheses. Of special interest was team identifications ability to moderate the effect of attitude on purchase intentions. As predicted, attitude toward purchasing a sponsors products was more highly related to purchase intentions for low identifiers than for high identifiers. Specifically, among those with an unfavorable attitude, high identifiers had significantly more positive intentions to purchase than did low identifiers. For high identifiers, it appears that team identification acts as a heuristic that favorably predisposes them to want to buy products from a sponsor in spite of their evaluation of that action. Marketing implications are discussed.

Personal values, traveler personality type, and leisure travel style.

The study examined the relationship between the List of Values (LOV) and Plogs traveler personality type scale and the ability of each to predict travel style. Survey data were collected from a co...

Who Makes the Decision: the Parent or the Child? The Perceived Influence of Parents and Children On the Purchase of Recreation Services

The role of children in the purchase of public recreation services has been ignored in previous research. Using family decision research as a context, this study examines the relative influence of ...

Measuring the multidimensional nature of sporting event performance consumption.

Sporting events are a type of unscripted skill performance that are bound by a set of rules and are contested so as to produce an outcome wherein one performer can claim an unequivocal victory over another. Although a predominant form of leisure behavior worldwide, little is known about what sports spectators attend to while consuming such performances. Conceptualized here as a multidimensional concept, this article details the development of a reliable and valid measurement scale of sporting event consumption that is represented by two higher-order factors (Autotelism, Appreciation) that are each comprised of three unidimensional factors (Fantasy, Flow, Evaluation; Personalities, Physical Attractiveness, Aesthetics, respectively). Collectively, the scale is referred to as FANDIM. Differences across FANDIM dimensions according to sports group (i.e., aesthetics vs. purposive) and respondent sex are investigated.

Construct validity of spouses’ relative influence measures: An application of the direct product model

This article investigates the construct validity of three measures of spouses’ relative influence. A joint decision-making exercise was developed and completed by 65 couples in which relative influence was measured by two self-report measures and one outcome measure. The self-report measures were a balanced 5-point “who won” continuum and a 100-point constant sum scale. The outcome measure was derived from part-worth utility weights yielded from dummy-coded ordinary least squares regressions. The direct product model (DPM) was used to analyze the resulting multitrait-multimethod data. The model assumes that correlations among measures are influenced by method effects. Results provide evidence of convergent validity among methods and trait discriminant validity. However, the communality index suggests that the outcome measure captured a different dimension of relative influence than did the self-report measures. Implications of these findings for research in joint decision making are discussed.

It's Not Whether You Win or Lose; It's How The Game is Played

The current research investigates the interplay of program suspense, game outcome, advertisement placement, and ad execution on viewer reactions to advertising embedded in sports programming. In support of excitation transfer theory, results indicate that ad emotional response, attitude toward the ad, and attitude toward the brand are heightened immediately following a suspenseful sporting event. In addition, when considering both program suspense and game outcome, only program suspense was found to influence ad responses. Findings also indicate that congruency between program suspense and ad suspense moderates the influence of programming on responses to advertising such that an effect is found only in the context of suspenseful programming with suspenseful advertising.

Outcomes Are in the Eye of the Beholder

The purpose of the current research is to examine the influence of affective dispositions and the sequencing of affective and cognitive responses to mediated entertainment. Affective dispositions are manipulated to match a liked competitor against one who is disliked. The results indicate that viewers’ emotional responses and assessments of satisfaction with a win or loss were dependent on competitor liking. A hedonic reversal occurs in viewer disconfirmation emotions (relief and disappointment) and satisfaction judgments based on outcome desirability. A desirable (undesirable) outcome was one in which a liked (disliked) competitor won, or a disliked (liked) competitor lost. We also found evidence of mediated moderation such that competitor liking moderated the mediating effect of relief and disappointment on outcome satisfaction following an outcome. Outcome satisfaction, conceptualized as a cognitive judgment in our model, was then positively related to viewer enjoyment of the overall experience. Additi...

Consumers’ Responses to Advocacy Advertising: Sympathy, Empathy, and Attitudes

Organizations wishing to promote a particular position on an issue, such as when the Sierra Club advocates for consumer action against drilling in the Arctic National Wildlife Refuge, often do so by producing advocacy ads. These ads are typically designed with the goal of motivating some form of pro-social action, such as asking consumers to write letters to public officials, donate money, protest, volunteer, or boycott a company’s products. Only a limited amount of research has explored the cognitive and affective mental processes that occur in responses to such advertising, and how those mental processes influence actual engagement in the advocated pro-social action. Developing an understanding of how consumers react to such advertisements is particularly important to practitioners of such advocacy advertising, as they often have limited funds available for such activities and need to optimize the effectiveness of the persuasive materials they produce.