TY  - JOUR
AB  - Purpose 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.Design/methodology/approach Using self-administered questionnaires, the study surveys 463 spectators who attended the 2012 Formula One Korean Grand Prix.Findings 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.Originality/value 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.
VL  - 17
IS  - 4
SN  - 1464-6668
DO  - 10.1108/IJSMS-11-2016-020
UR  - https://doi.org/10.1108/IJSMS-11-2016-020
AU  - Chung Kyu-soo
AU  - Ryu Dong Soo
AU  - Lee Seunghwan
PY  - 2016
Y1  - 2016/01/01
TI  - The effects of prior affect and sensory stimuli on motorsport spectators’ in-the-moment experiences
T2  - International Journal of Sports Marketing and Sponsorship
PB  - Emerald Group Publishing Limited
SP  - 302
EP  - 319
Y2  - 2024/04/19
ER  -