Research Areas
At the SMASH lab, our research on Sport Consumer Behaviorism is at the forefront of understanding how various psychological, social, and emotional factors influence sports fans' behaviors and consumption patterns. Our work delves deeply into the cognitive and emotional processes that drive fan engagement, loyalty, and decision-making. By examining the effects of game outcomes, team identification, and situational emotions, we provide valuable insights into how sports events shape consumer attitudes and behaviors.
One of our primary research areas focuses on the emotional responses of sports spectators and how these emotions impact their consumption choices, particularly food and beverages. Our studies have revealed that game situation-dependent emotions, such as the excitement of a win or the disappointment of a loss, significantly influence fans' food cravings and preferences. By employing advanced methodologies, including AI-driven image analysis of social media posts, we can decode real-time food choices and understand how emotions and team identity interplay to drive consumption behavior.
At the SMASH lab, our research on AR/VR in sports focuses on harnessing the power of augmented reality (AR) and virtual reality (VR) to revolutionize the way fans engage with sports. Our work delves into the transformative potential of these technologies to create immersive and interactive experiences that enhance fan engagement, loyalty, and overall enjoyment of sports events. By exploring the psychological and behavioral responses to AR and VR applications, we aim to provide valuable insights into how these emerging technologies can be effectively integrated into the sports industry.
One of our primary research areas investigates the impact of VR technology on fan engagement and flow experiences. Our studies examine how VR-induced flow states enhance the spectator experience, creating a sense of presence and immersion that traditional viewing methods cannot achieve. By analyzing the unique antecedents and consequences of VR flow, we uncover how these experiences influence fans' emotional and cognitive responses, ultimately leading to greater satisfaction and loyalty. This research is crucial for understanding how VR can be used to attract and retain fans in an increasingly digital and competitive sports landscape.
At the SMASH lab, our research on Sport Consumer Health is dedicated to exploring the intricate relationship between sports consumption and health behaviors. Our work aims to understand how sports environments and events influence fans' health-related decisions, such as dietary choices and emotional well-being. By examining the psychological and social factors that drive these behaviors, we provide insights that can lead to healthier lifestyle choices among sports enthusiasts.
One of our key research areas focuses on the influence of game situation-induced emotions on food consumption among sports fans. Our studies have shown that the excitement of a win or the frustration of a loss can significantly affect fans' food cravings and choices, often leading to indulgent eating behaviors. For instance, our paper "Game day guilt: How ingroup affiliation and identity threat influence indulgent food choices among sports fans," currently under review in Sport Management Review, delves into how identity threat and emotional responses during games lead to unhealthy food choices.
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