The ultimate escape: escapism, sports fan passion and procrastination across two cultures

Abstract

Purpose

This study aims to examine escapism as the explanatory mechanism that can account for distinct outcomes of harmonious and obsessive sports fan passion among US and Chinese fans.

Design/methodology/approach

The study uses cross-cultural data collected among sports fans in the USA and China. Using structural equation modeling and PROCESS model, the authors test the mediating role of escapism and the moderating role of indulgence on the relationships between sports fan passion and procrastination.

Findings

The authors found that positive escapism mediates the relationship between harmonious sports fan passion and procrastination, whereas negative escapism mediates the relationship between obsessive sports fan passion and procrastination. While individual-level indulgence was not a significant moderator, post hoc analyses revealed that the interaction of indulgence and uncertainty avoidance played a moderating role.

Research limitations/implications

The use of sports fan samples from both the USA and China enables a cross-cultural comparison of the proposed model, thereby extending the model’s generalizability. By advancing the dual model of escapism, the authors hope to stimulate a research dialogue that identifies more nuanced (both positive and negative) predictors and outcomes of passion for an activity and escapism in the broader context of other passion-inducing activities (e.g., Internet use, work, etc.).

Practical implications

Marketers promoting sports events can use this study's results to highlight the benefits of harmonious sports fan passion in terms of positive escapism and reduced procrastination. Organizations promoting sports fandom need to also be aware that sports fans can have obsessive passion for sports that can lead to procrastination. Therefore, it is important to be vigilant and distinguish between “healthy” and “unhealthy” passion early to avoid “unhealthy” passion turning into negative escapism and by extension, procrastination.

Social implications

Socially responsible marketers should understand a potential negative effect that obsessive sports fan passion may entail and prevent or minimize its negative consequences.

Originality/value

To the best of the authors’ knowledge, this is the first study that explains why sports fan passion can(not) be associated with procrastination. It does so by using the dual escapism as the explanatory mechanism linking harmonious and obsessive sports fan passion and procrastination.

Citation

Astakhova, M., Leonard, E.B., Doty, D.H., Yang, J. and Yu, M. (2022), "The ultimate escape: escapism, sports fan passion and procrastination across two cultures", Journal of Consumer Marketing, Vol. 39 No. 3, pp. 278-293. https://doi.org/10.1108/JCM-11-2020-4242