A re-inquiry of the emotion spillover effect using psychophysiological approaches: how game outcome and process influence cognitive processing of TV commercial

Abstract

ABSTRACT Research question The present study aims to reinvestigate how emotional reactions to sport programing influence cognitive information processing of a subsequent TV commercial. The previous studies on the subject provided mixed results regarding the spillover effects of sport-induced emotions on memory. Thus, the current manuscript attempts to answer the question ‘how do emotional reactions to a sporting event influence recall for ads broadcasted during the game?’ Research methods : The current experiment – involving a 2 (Game outcome: victory, defeat) × 2 (Game process: close, lopsided) × 2 (Video instantiation) repeated measure factorial design – was conducted in a psychophysiological laboratory. A total of 51 undergraduate students from a large public university completed this study. Real-time (e.g. facial muscle, electrodermal, and cardiac activity) and self-assessed data (e.g. emotions, memory tests) data were collected while watching experimental stimuli. Results and Findings Both real-time (e.g. heart rate) and self-assessed (e.g. recall) data showed robust and consistent patterns regarding the spillover effects, which firmly supported the theoretical prediction of Limited Capacity Model for Motivated Mediated Message Processing (LC4MP). Attention and memory for subsequent advertising significantly vary depending on whether the favored team won and how close the game was. Implications This study makes unique sport management contributions by using a different theoretical perspective (i.e. LC4MP) and different methodology (i.e. psychophysiological experiment). The current study broadens our understanding of the relationship among team performance, emotions, and cognitions. Also, the findings imply that different advertising strategies for brand awareness should be implemented depending on specific game situations.