Influence of team identification, game outcome, and game process on sport consumers' happiness. Issue 1 (February 2018) - Jang, Wonseok (Eric)
Highlights: The current study examined the effects of sport spectatorship on happiness. Team identification had a significant impact on spectators' happiness. Both game outcome and process had a significant impact on spectators' happiness. Abstract: The purpose of the study is to examine the relative effects of game process (i.e., boring versus exciting) and outcome (i.e., losing versus winning) on sport consumers' happiness depending on their level of team identification. The authors investigated how sport consumers' levels of happiness are different after recalling (Study 1) and imagining (Study 2) a game when the positivity of the game process and the outcome contradict each other. Results indicate that sport consumers with high team identification exhibited greater degrees of happiness after recalling and imagining a boring win game compared to an exciting loss game. Meanwhile, sport consumers with low team identification exhibited similar degrees of happiness between a boring win game and an exciting loss game.