Effects of atmosphere at major sports events: a perspective from environmental psychology

Sebastian Uhrich (Institute of Marketing & Services Research, University of Rostock, Ulmenstrasse 69, 18051 Rostock, Germany)
Joerg Koenigstorfer (Institute for Consumer & Behavioural Research, Saarland University, Campus A5.4, 66123 Saarbruecken, Germany)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Publication date: 1 July 2009


This conceptual article presents a theoretical approach to understanding the atmosphere at sports stadiums. Using the environmental psychology behavioural model proposed by Mehrabian & Russell (1974), and taking into account recent findings in consumer research, we develop a comprehensive framework for investigating this atmosphere. The framework highlights the role of emotions elicited by different stimuli in sports stadiums. We also suggest a number of direct and indirect influences on behavioural outcomes, caused by the emotional reactions and personal predispositions of spectators - influences that are of economic relevance. The proposed framework also forms a starting point for future empirical studies.



Uhrich, S. and Koenigstorfer, J. (2009), "Effects of atmosphere at major sports events: a perspective from environmental psychology", International Journal of Sports Marketing and Sponsorship, Vol. 10 No. 4, pp. 56-75. https://doi.org/10.1108/IJSMS-10-04-2009-B005

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Copyright © 2009 by Winthrop Publications Limited

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