Child images affect sports fans’ prosociality and aggression
Yükleniyor...
Tarih
2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Elsevier
Erişim Hakkı
info:eu-repo/semantics/embargoedAccess
Özet
This study explores the effect of child images in advertisements on financial support provided by team fans-including the intention to buy licensed club products-and reported aggression toward rival team fans. An online experiment was conducted on Turkey's three largest rival club fans (Fenerbahce, Galatasaray, and Bes,iktas,). Used visual materials were derived from Football (Study 1) and Basketball (Study 2). Fans (N = 496) exposed to the appeals with child images showed a higher intention to support their team financially and buy licensed club products; however, the stated aggression toward rival club fans did not differ. A follow-up experimental study (N = 132) was conducted on Fenerbahce fans to retest this insignificant effect, in which fans' state aggression is increased through a motivation video. It is concluded that this approach was only effective on aggression for the fans whose team identification was significantly higher. Findings are discussed within the kin selection theory and kindchenschema cuteness concept.
Açıklama
Anahtar Kelimeler
Children in Ads, Fan Aggression, Donation Intention, Kin Selection, Kindchenschema CXuteness
Kaynak
Journal of Behavioral and Experimental Economics
WoS Q Değeri
Q2
Scopus Q Değeri
Q2
Cilt
108
