Research in Dance and Physical Education

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Research in Dance and Physical Education - Vol. 5, No. 2

[ Article ]
Research in Dance and Physical Education - Vol. 5, No. 2, pp.11-30
ISSN: 2586-1034 (Online)
Print publication date 31 Aug 2021
Received 09 Jul 2021 Revised 08 Aug 2021 Accepted 11 Aug 2021

Exploring the Impact of Emotions Induced by the Olympic Games on the Consumption Values, Attitudes and Purchase Intention Toward the Olympic Sponsor
Inae Oh1 ; Tae Hoon Lee2 ; Jisuk Chang3 ; Choong Hoon Lim4, *
1Seoul National University, Republic of Korea, Ph.D. candidate
2Seoul National University, Republic of Korea, Master's Student
3Seoul National University, Republic of Korea, Ph.D. candidate
4Seoul National University, Republic of Korea, Professor

Correspondence to : *Emanil address:


The purpose of this study is to examine how emotional arousal and pleasure experienced during Olympic competitions affect the consumption values, attitudes, and purchase intentions toward sponsoring brands. To fulfill this purpose, an experimental study was conducted with 30 participants and the research design consisted of 2 (Pleasure: Win/Loss) x 2 (Arousal: High/Low) between subjects. Data analyses included Reliability Tests, Independent Samples t-test, and two-way Analysis of Variance (ANOVA) using SPSS 25.0 statistical packages. The findings suggest the pleasure induced by the Olympics is an important factor in its rising positive effect on the consumption values (economic, social and product quality value), attitudes and purchase intentions toward Olympic sponsors. Although it was hypothesized that arousal due to the Olympics positively affects consumption values, attitudes and purchase intentions toward sponsoring brands, analysis results revealed only one significant effect on emotional consumption value. These findings show that arousal and pleasure, which increase in the Olympic competition, play an independent role in evaluating the consumption value of sponsors. Further, factors evaluating the value of Olympic sponsors cannot be assessed only through winning or losing.

Keywords: emotion, pleasure, arousal, consumption value, sponsorship, Olympic sponsorship

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