The Role of Mixed Emotions and Counterfactual Thinking in the Formation of Consumer Satisfaction within the Spectator Sport Context

• Other Authors: Kim, Jun Woo (authoraut)
• Format: Others
• Language: English; English
• Published: Florida State University
• Subjects: Sports sciences
• Online Access: http://purl.flvc.org/fsu/fd/FSU_migr_etd-7866

Consumer behavior researchers have found that satisfaction is a key predictor of repeat purchase, positive word-of-mouth, loyalty, and ultimately profitability of a firm. While researchers have worked to better understand the relationship between consumer retention variables and satisfaction, there are few studies examining the determinants and consequences of consumer satisfaction within the spectator sport context. Traditional approaches to consumer satisfaction research have emphasized the theory of expectancy disconfirmation for explaining consumer satisfaction. This approach, however, is not without limitations. Therefore, counterfactual thinking is proposed as an alternative comparison standard of sport consumer satisfaction, which is a useful framework to explain how satisfaction is formed based on a "what might have been" heuristic. In addition to counterfactual thinking, it is also important to better understand the effect of emotion on counterfactual thinking. A substantial body of satisfaction research focuses on the role of emotion in predicting consumer satisfaction. Little is known, however, about whether happiness and sadness, two opposite-valence emotions, can be experienced simultaneously, and whether mixed emotions result in downward or upward counterfactual thinking. The purpose of this study was to investigate whether sport consumers can experience mixed emotions and to test the reaction of a sport consumer contemplating different counterfactual alternatives influenced by emotions. This study also includes an examination of whether consideration of an upward counterfactual comparison reduces sport consumer satisfaction, and whether consideration of a downward counterfactual comparison enhances sport consumer satisfaction. Finally, I sought to provide insight into the effect of counterfactual direction on sport consumer behavioral intentions. The results of Study 1 provide information from which to assess H1a through H1d. The highest level of positive emotion was reported from viewing a straight win game, whereas the highest level of negative emotion was reported from those viewing a straight loss. Importantly, sport consumers could experience positive and negative emotions concurrently while watching a conflicting game outcome such as disappointing win and relieving loss. Regarding the relationship between emotions and counterfactual directions (H2a through H3b), the results of Study 2 provide evidence that positive emotion is a strong antecedent to downward counterfactual thinking, and negative emotion is a significant predictor of upward counterfactual thinking. However, no significant interaction effect of mixed emotions and dialectical thinking in predicting counterfactual directions was found. To test the direct impacts of counterfactual directions on sport consumer satisfaction and behavioral intentions (H4a through H6), Study 3 was conducted. The results of Study 3 provide evidence that sport consumers who generated downward counterfactual thinking had a significantly higher level of satisfaction than those who generated upward counterfactual thinking. We may infer from these results that sport consumers who engaged in "what might have been worse" mental simulation of alternative possible outcomes were satisfied to a greater extent with team performance than those who engaged in "what might have been better" mental simulation. Another finding from Study 3 was that downward counterfactual thinking was a significant predictor of behavioral intentions. Finally, satisfaction was a strong antecedent of behavioral intentions, account for approximately 29% of the variance. This study is a first attempt to empirically test and conceptualize counterfactual thinking as an alternative comparison standard in sport consumer satisfaction formation. The study contributes to the literature on sport consumer satisfaction by examining how sport consumers use a "what might have been" heuristic in the formation of satisfaction. From a broader perspective, this study adds to a growing interest in experiences of emotional ambivalence in the spectator sports setting and what impact such experience might have on counterfactual thinking. === A Dissertation submitted to the Department of Sport Management in partial fulfillment of the requirements for the degree of Doctor of Philosophy. === Summer Semester, 2013. === June 11, 2013. === Consumer behavior, Counterfactual thinking, Mixed emotion, Satisfaction === Includes bibliographical references. === Jeffrey D. James, Professor Directing Dissertation; Pamela L. Perrewe, University Representative; Yu Kyoum Kim, Committee Member; Alysia D. Roehrig, Committee Member.