The effects of sensory stimuli on motorsports spectators
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 October 2015
Abstract
This study measures the effect of each of the five senses on arousal, satisfaction and intention to revisit a live racing event. Spectators' arousal was significantly influenced by sights, sounds and smells. Spectators' sense of smell, taste, and touch directly impacted satisfaction. Interestingly, olfactory stimuli had an effect on both arousal and satisfaction. Spectators' arousal had a significant indirect effect on their revisit intention. The study proposes that motorsports marketers make use of olfactory stimuli to provide racing spectators with memorable experiences.
Keywords
Citation
Chung, K.-s., Ryu, D.S., Green, B.C. and Kang, H.M. (2015), "The effects of sensory stimuli on motorsports spectators", International Journal of Sports Marketing and Sponsorship, Vol. 16 No. 5, pp. 36-55. https://doi.org/10.1108/IJSMS-16-05-2015-B004
Publisher
:Emerald Group Publishing Limited
Copyright © 2015 by Winthrop Publications Limited