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Investigating Cognitive and Emotive Measures Affiliated with Advertising Extreme Sports: An Analysis of Emotion, Attitude, Sport Involvement, and Sport Participation Intention

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Last updated: 25 Dec 2024

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Abstract

The development of the media and technology has facilitated the proliferation of extreme sports (e.g., sensation-seeking sports such as rock wall climbing) across various communication platforms. For example, millions of fans annually consume extreme sports (e.g., the X-Games) either as spectators at a live event or as viewers of content produced across ESPN global distribution channels (e.g., television, Internet, smart phones). However, the extreme sports fans' attitude formation through advertising has not been thoroughly examined in the academic field. Thus, the purpose of current study is to investigate how the level of personal involvement in the extreme sport influences emotions (i.e., pleasure and arousal) evoked by extreme sports advertising(i.e., artificial wall climbing) and how it influences consequent cognitive reactions (i.e., attitudes and intentions). In order to test the hypotheses, data were drawn from a convenience sample of 250 undergraduates from a large university located in the Mideast region of the United States. The results indicated that arousal is a significant function of personal involvement in the sport. Furthermore, both pleasure and arousal have significant effects on participants' attitudes toward extreme sport advertising. The theoretical and practical implications of the results are discussed, along with future directions for research.

DOI

10.21608/jass.2011.84890

Keywords

Extreme Sport, advertising, Involvement, emotion

Authors

First Name

Woo-young

Last Name

Lee

MiddleName

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Affiliation

Department of Kinesiology, University of Central Missouri, United States

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Orcid

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First Name

Choong-hoon

Last Name

Lim

MiddleName

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Affiliation

Department of Kinesiology, Indiana University, United States

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Orcid

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First Name

Paul

Last Name

M. Pederesn

MiddleName

-

Affiliation

Department of Kinesiology, Indiana University, United States

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Volume

1

Article Issue

1

Related Issue

12772

Issue Date

2011-03-01

Receive Date

2011-01-01

Publish Date

2011-03-01

Page Start

72

Page End

78

Print ISSN

2357-0024

Online ISSN

2357-0059

Article File

JASS_Volume 1_Issue 1_Pages 72-78.pdf

PDF . 189.7kB

Link

https://jassalexu.journals.ekb.eg/article_84890.html

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https://jassalexu.journals.ekb.eg/service?article_code=84890

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7

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Original Article

Type Code

1,203

Publication Type

Journal

Publication Title

Journal of Applied Sports Science

Publication Link

https://jassalexu.journals.ekb.eg/

MainTitle

Investigating Cognitive and Emotive Measures Affiliated with Advertising Extreme Sports: An Analysis of Emotion, Attitude, Sport Involvement, and Sport Participation Intention

Details

Type

Article

Created At

22 Jan 2023