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Back to Center for Sport Marketing Research

Savoring Events

August 3, 2020

Previous work in savoring theory has established that individuals tend to utilize internal cognitive strategies to emotionally strengthen (boost) or diminish (dampen) reactions to an event. Although this line of research has provided valuable insights into anticipatory and ruminating behaviors, other factors influencing boosting and dampening reactions have yet to be examined. In two experiments, we assessed the effects of emotional involvement, savoring, and externally manipulated stimuli (boosting and dampening messages) on anticipation and reminiscence of a sporting event. We found that these factors can individually and significantly influence anticipation, reminiscence, and emotional reactions toward an emotionally charged sporting event. We also found that savoring and involvement can moderate the effects of boosting and dampening on anticipation and reminiscence toward a high-stakes event.

Faculty

Dae Hee Kwak, PhD

,
[email protected]
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