Research

Our team—taking an interdisciplinary approach—seeks to answer simple but illuminating questions regarding sporting experiences by effectively utilizing psychometric, biometric, and data-analytic measures. Our research interests are in human emotion and behavior, consumer neuroscience, eye tracking research, sport analytics, and optimal experience in sports. Some of our current projects include: (1) how sport fans consciously and subconsciously process advertisements during sporting events; and (2) which psychological and physiological changes emerge on sport fans experiencing virtual-reality environments. Our members are welcoming all students interested in various sport consumption contexts.