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The effects of prior affect and sensory stimuli on motorsport spectators’ in-the-moment experiences

Kyu-soo Chung (Department of Exercise Science and Sport Management, Kennesaw State University, Kennesaw, Georgia, USA)
Dong Soo Ryu (College of Art and Sport Science, Dong-eui University, Busan, South Korea)
Seunghwan Lee (College of Physical Education, Kookmin University, Seoul, South Korea)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 7 November 2016




The purpose of this paper is to provide meaningful information to sport organizations that have just recently started hosting sporting events in a new market and want to build long-term relationships with that market’s consumers.


Using self-administered questionnaires, the study surveys 463 spectators who attended the 2012 Formula One Korean Grand Prix.


Prior affect and existing sensory cues are crucial for spectators’ consumption behavior. Spectators’ prior event attendance plays a significant role on perceiving sensory stimuli as well as on consequent outcomes. This study also finds arousal significantly affected by seeing and hearing and prior affect. Arousal mediates the effects of these sensory stimuli and prior affect on satisfaction and revisit intention.


This study expands the knowledge on spectators’ experience at live sporting events. In addition, more dimensions of the mechanisms that are at work between cognitive elements and sensory stimuli are added to the existing knowledge of sport spectators’ behavior.



Chung, K.-s., Ryu, D.S. and Lee, S. (2016), "The effects of prior affect and sensory stimuli on motorsport spectators’ in-the-moment experiences", International Journal of Sports Marketing and Sponsorship, Vol. 17 No. 4, pp. 302-319.



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