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Logical Telling or Sentiment Evoking: Comparing Sport Consumers' Reactions to Different Message Appeal Strategies
Logical Telling or Sentiment Evoking: Comparing Sport Consumers' Reactions to Different Message Appeal Strategies
상세정보
- 자료유형
- 학위논문 서양
- 최종처리일시
- 20260202103615
- ISBN
- 9798293801039
- DDC
- 796.06
- 저자명
- Wang, Jiaying.
- 서명/저자
- Logical Telling or Sentiment Evoking: Comparing Sport Consumers Reactions to Different Message Appeal Strategies
- 발행사항
- [Sl] : The Florida State University, 2025
- 발행사항
- Ann Arbor : ProQuest Dissertations & Theses, 2025
- 형태사항
- 236 p
- 주기사항
- Source: Dissertations Abstracts International, Volume: 87-03, Section: B.
- 주기사항
- Advisor: James, Jeffrey D.
- 학위논문주기
- Thesis (Ph.D.)--The Florida State University, 2025.
- 초록/해제
- 요약Based on the appeal strategy employed, advertising messages have been categorized as rational or emotional. The former highlights facts (Kotler & Armstrong, 1994). By spelling out product features and benefits, rational appeals are intended to stimulate message receivers' logical thinking, which can facilitate purchase decisions (Leonidou & Leonidou, 2009). Emotional messages are characterized by their capacity to arouse or evoke the audience's sentiments (Kotler & Armstrong, 1994). When properly used, such appeals allow viewers to associate desired feelings with the product or brand advertised (Panda et al., 2013). Since the mid-1970s, knowledge of how different appeal strategies might shape attitudes and influence decision-making has been generated and advanced. However, the understanding of the effects of such appeal strategies adopted by sport organizations remains limited. Trail et al. (2003) pointed out that spectators and fans could have different motives and points of attachment in sport-related consumption. In line with this differentiation, Funk and James (2001, 2006) categorized sport consumers into Awareness, Attraction, Attachment, and Allegiance stages based on their strength of psychological connection to a sport object in the Psychological Continuum Model (PCM). Recognizing the heterogeneity of sport consumers, the author connected the research streams of ad appeal persuasiveness and sport consumer typology in the current study and examined how sport consumers with varying strengths of psychological connection to a team might differ in attitudes toward rational and emotional promotional videos about the team on social media and intentions to attend the team's home games, both immediately after the exposure and a week later. Employing a 3 (rational, emotional, control) x 4 (Awareness, Attraction, Attachment, Allegiance) between-subjects experimental design, the researcher assigned sport consumers with different strengths of psychological connection to the Pittsburgh Pirates from Pennsylvania, Ohio, and West Virginia to the rational, emotional, and control conditions. The final sample consisted of 687 consumers of spectator sport recruited via Prolific and a Qualtrics panel, of which 584 returned to complete the second phase. Two separate ANCOVAs were performed in each phase of the main study to investigate the relationship between appeal strategy and psychological connection on attitude toward the video message and intention to attend home games. Participants' need for cognition (Cacioppo & Petty, 1982), distraction experienced when watching the videos, and distance from current residence to the Pirates' ballpark were controlled as covariates. Immediately after exposure, Attachment- and Allegiance-stage participants had no difference in attitudes toward the rational and emotional Pirates videos. In contrast, those at the Awareness and Attraction stages reported more positive attitudes toward the emotional than the rational video. This difference, however, was no longer observed a week later. Awareness-stage sport consumers rated the rational Pirates video less favorably than fans at any of the other three stages both right after exposure and a week later. For fans of the team specifically, the difference in attitudes toward the rational video was observed only when the strengths of psychological connection were more than one stage away. No significant difference in attitudes toward the emotional Pirates video was observed among Attraction-, Attachment-, and Allegiance-stage fans in either phase of the study, but all three groups reported more favorable attitudes than did the Awareness-stage participants. The appeal strategy employed was not found to influence viewers' intentions to attend the team's home games. Collectively, these findings partially supported the tenets of the Elaboration Likelihood Model (ELM) (Petty & Cacioppo, 1986a). This study contributes to the existing literature by connecting the knowledge of message appeal effectiveness to the understanding of various types of spectator sport consumers. The findings provide marketing implications on how sports teams may properly design short videos to enhance fans' and spectators' positive attitudes.
- 일반주제명
- Sports management
- 일반주제명
- Communication
- 일반주제명
- Psychology
- 키워드
- Emotional appeal
- 키워드
- Persuasion
- 키워드
- Rational appeal
- 기타저자
- The Florida State University Sport and Recreation Management
- 기본자료저록
- Dissertations Abstracts International. 87-03B.
- 전자적 위치 및 접속
- 로그인 후 원문을 볼 수 있습니다.
MARC
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■020 ▼a9798293801039
■035 ▼a(MiAaPQ)AAI32044388
■040 ▼aMiAaPQ▼cMiAaPQ
■0820 ▼a796.06
■1001 ▼aWang, Jiaying.▼0(orcid)0000-0003-1528-415X
■24510▼aLogical Telling or Sentiment Evoking: Comparing Sport Consumers' Reactions to Different Message Appeal Strategies
■260 ▼a[Sl]▼bThe Florida State University▼c2025
■260 1▼aAnn Arbor▼bProQuest Dissertations & Theses▼c2025
■300 ▼a236 p
■500 ▼aSource: Dissertations Abstracts International, Volume: 87-03, Section: B.
■500 ▼aAdvisor: James, Jeffrey D.
■5021 ▼aThesis (Ph.D.)--The Florida State University, 2025.
■520 ▼aBased on the appeal strategy employed, advertising messages have been categorized as rational or emotional. The former highlights facts (Kotler & Armstrong, 1994). By spelling out product features and benefits, rational appeals are intended to stimulate message receivers' logical thinking, which can facilitate purchase decisions (Leonidou & Leonidou, 2009). Emotional messages are characterized by their capacity to arouse or evoke the audience's sentiments (Kotler & Armstrong, 1994). When properly used, such appeals allow viewers to associate desired feelings with the product or brand advertised (Panda et al., 2013). Since the mid-1970s, knowledge of how different appeal strategies might shape attitudes and influence decision-making has been generated and advanced. However, the understanding of the effects of such appeal strategies adopted by sport organizations remains limited. Trail et al. (2003) pointed out that spectators and fans could have different motives and points of attachment in sport-related consumption. In line with this differentiation, Funk and James (2001, 2006) categorized sport consumers into Awareness, Attraction, Attachment, and Allegiance stages based on their strength of psychological connection to a sport object in the Psychological Continuum Model (PCM). Recognizing the heterogeneity of sport consumers, the author connected the research streams of ad appeal persuasiveness and sport consumer typology in the current study and examined how sport consumers with varying strengths of psychological connection to a team might differ in attitudes toward rational and emotional promotional videos about the team on social media and intentions to attend the team's home games, both immediately after the exposure and a week later. Employing a 3 (rational, emotional, control) x 4 (Awareness, Attraction, Attachment, Allegiance) between-subjects experimental design, the researcher assigned sport consumers with different strengths of psychological connection to the Pittsburgh Pirates from Pennsylvania, Ohio, and West Virginia to the rational, emotional, and control conditions. The final sample consisted of 687 consumers of spectator sport recruited via Prolific and a Qualtrics panel, of which 584 returned to complete the second phase. Two separate ANCOVAs were performed in each phase of the main study to investigate the relationship between appeal strategy and psychological connection on attitude toward the video message and intention to attend home games. Participants' need for cognition (Cacioppo & Petty, 1982), distraction experienced when watching the videos, and distance from current residence to the Pirates' ballpark were controlled as covariates. Immediately after exposure, Attachment- and Allegiance-stage participants had no difference in attitudes toward the rational and emotional Pirates videos. In contrast, those at the Awareness and Attraction stages reported more positive attitudes toward the emotional than the rational video. This difference, however, was no longer observed a week later. Awareness-stage sport consumers rated the rational Pirates video less favorably than fans at any of the other three stages both right after exposure and a week later. For fans of the team specifically, the difference in attitudes toward the rational video was observed only when the strengths of psychological connection were more than one stage away. No significant difference in attitudes toward the emotional Pirates video was observed among Attraction-, Attachment-, and Allegiance-stage fans in either phase of the study, but all three groups reported more favorable attitudes than did the Awareness-stage participants. The appeal strategy employed was not found to influence viewers' intentions to attend the team's home games. Collectively, these findings partially supported the tenets of the Elaboration Likelihood Model (ELM) (Petty & Cacioppo, 1986a). This study contributes to the existing literature by connecting the knowledge of message appeal effectiveness to the understanding of various types of spectator sport consumers. The findings provide marketing implications on how sports teams may properly design short videos to enhance fans' and spectators' positive attitudes.
■590 ▼aSchool code: 0071.
■650 4▼aSports management
■650 4▼aCommunication
■650 4▼aPsychology
■653 ▼aEmotional appeal
■653 ▼aPersuasion
■653 ▼aPsychological continuum model
■653 ▼aRational appeal
■653 ▼aSport consumer behavior
■690 ▼a0430
■690 ▼a0338
■690 ▼a0459
■690 ▼a0621
■71020▼aThe Florida State University▼bSport and Recreation Management.
■7730 ▼tDissertations Abstracts International▼g87-03B.
■790 ▼a0071
■791 ▼aPh.D.
■792 ▼a2025
■793 ▼aEnglish
■85640▼uhttp://www.riss.kr/pdu/ddodLink.do?id=T17357902▼nKERIS▼z이 자료의 원문은 한국교육학술정보원에서 제공합니다.
