Abstract
This study proposes a dualistic model of passion, with impacts on positive word-of-mouth (WOM) behaviour and eudaimonic wellbeing. Neither passion nor eudaimonic wellbeing attracts sufficient attention in sport consumer literature, despite their promise in related fields. The parsimonious model, with its strong theoretical justification, reveals that harmonious passion (HP) and obsessive passion (OP) explain substantial variance in both outcome variables. Specifically, higher levels of OP are associated with lower levels of positive WOM, and consumers exhibiting HP tend to be strong, positive WOM ambassadors. In addition, higher levels of eudaimonic wellbeing mitigate adverse effects of OP. Considering the prominent role of passion for people's identity, it offers an attractive segmentation variable.
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