Modeling a Demonstration Effect: The Case of Spectators' Experiences at 2015 Pan Am Games' Track Cycling Competitions. (2nd November 2018)

• Record Type: Journal Article
• Authors: Potwarka, Luke R.; Drewery, David; Snelgrove, Ryan; Havitz, Mark E.; Mair, Heather
• Is Part Of: Leisure sciences. Volume 40:Number 6(2018)
• Page Start: 578
• Page End: 600
• Publication Date: 2018-11-02
• Subjects: event leveraging -- inspiration -- spectator experiences -- sport events -- sport participation; Leisure -- Periodicals; 306.4812
• DOI: 10.1080/01490400.2017.1325796
• Languages: English
• ISSNs: 0149-0400

Abstract

ABSTRACT: The purpose of this study was to identify cognitive and affective mechanisms by which the experience of live sport spectating might inspire new sport participation. A conceptual model of demonstration effects that explored relationships among cognitive dimensions of spectators' consumptive experiences (i.e., fantasy, flow, evaluation, aesthetics and physical attractiveness), an affective state of inspiration, and intention to try a sport on display was tested. Data were collected from spectators attending 2015 Pan Am Games track cycling competitions through a written questionnaire. Cognitive dimensions were all positively related to feelings of being inspired while watching the event. Feelings of being inspired while watching the event, in turn, had a positive effect on intention to try the sport of track cycling. An affective state of inspiration also mediated relationships between each cognitive dimension of sport event performance consumption and intention. Implications for research and practice are discussed.