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Understanding the effects of different types of meaningful sports consumption on sports consumers’ emotions, motivations, and behavioral intentions

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  • Wonseok (Eric) Jang
  • Linwan Wu
  • Jing (Taylor) Wen

Abstract

This study extends the existing sport management literature by examining how meaningful sports consumption could be conceptualized differently based on self-construal. In particular, we demonstrate that from a self-oriented perspective, highlighting the extraordinary skills of athletes makes sports consumption meaningful, whereas from an other-oriented perspective, highlighting the moral-excellence of athletes makes sports consumption meaningful. The results of two experiments indicated that sports consumers experienced different types of affective responses, self-transcendent emotions (admiration vs. elevation), motivations (self-improvement vs. compassionate love), and behavioral consequences (improving professional skills vs. helping others), depending on the type of sports consumption (skill-based meaningful vs. moral-based meaningful vs. hedonic), and the self-construal mindset (independent vs. interdependent).Meaningful sports consumption determines various types of behaviors.Meaningfulness could be elicited by the act of moral-excellence.Meaningfulness could be elicited by the demonstration of athletes’ extraordinary skills.

Suggested Citation

  • Wonseok (Eric) Jang & Linwan Wu & Jing (Taylor) Wen, 2021. "Understanding the effects of different types of meaningful sports consumption on sports consumers’ emotions, motivations, and behavioral intentions," Sport Management Review, Taylor & Francis Journals, vol. 24(1), pages 46-68, January.
    • Handle: RePEc:taf:rsmrxx:v:24:y:2021:i:1:p:46-68
    DOI: 10.1016/j.smr.2020.07.002
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    Cited by:

    1. Junying Li & Jirawan Deeprasert & Rita Yi Man Li & Wei Lu, 2022. "The Influence of Chinese Professional Basketball Organizations’ (CPBOs’) Corporate Social Responsibility (CSR) Efforts on Their Clubs’ Sustainable Development," Sustainability, MDPI, vol. 14(19), pages 1-21, September.

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