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Research Goals
Research Goals
Enhancing Spectator Experiences
• Developing strategies to improve the emotional and psychological well-being of Sport fans.
Improving Sponsorship Outcomes
• Providing new insights into sponsorship effectiveness and challenging conventional wisdom to optimize brand recall and consumer perception.
Advancing Sport Management Scholarship
• Committed to making a positive impact on both the Sport community and society through cutting-edge research and technology integration.
Spectator Sports and Emotional Consumption
Spectator Sports and Emotional Consumption
Our research focuses on the emotional experiences of sport spectators, integrating insights from cognitive and social psychology. We investigate how emotions evolve during mediated sport consumption and how these experiences contribute to fan well-being. Our work explores connections between game dynamics and public health concerns, such as mental health and obesity, offering insights into the complex relationship between emotional fluctuations and physical outcomes.
We contribute to the development of innovative theoretical frameworks on spectators’ emotional consumption by leveraging insights from social networks. Through natural experiments, we uncover the dynamic and urgent emotions spectators experience while viewing sports, including the paradoxical positive effects of negative emotions. This research also explores the influence of game dynamics on psychophysiological outcomes, including mental disorders and obesity.
Sport Sponsorship Effectiveness
Sport Sponsorship Effectiveness
Our research in sponsorship effectiveness focuses on implicit judgments and unconventional outcomes. We examine phenomena such as the surprising positive effects of athlete scandals on brand recall and the complex dynamics between brand image fit and consumer perception.
By integrating recent metacognitive approaches into sponsorship literature, we aim to fill gaps by going beyond deliberate consumer judgment. We apply innovative methods, including implicit memory applications, to uncover scenarios where existing sponsorship effectiveness frameworks are challenged and extended. That is, we examine the implicit judgments that drive sponsorship effectiveness, often challenging conventional wisdom. Our research explores topics such as the counterintuitive positive effects of athlete scandals on brand recall, the complex relationship between image fit and consumer perception, and how low image fit in sponsorship contracts can lead to unexpected outcomes.
Sport Technology and Data Analytics
Sport Technology and Data Analytics
Our research in sport technology and data analytics focuses on the application of cutting-edge technologies to better understand and enhance sport consumer experiences. By utilizing artificial intelligence (AI) and machine learning (ML) algorithms, we analyze real-time cognitive and emotional responses of sport fans, employing advanced tools such as virtual and augmented reality to capture unfiltered emotions. Leveraging the power of big data, we use the UF HiPerGator supercomputer to model behaviors, including season ticket holder renewal, through decision tree algorithms.
Furthermore, our work extends to the development of a Just-In-Time Adaptive Intervention (JITAI) smartphone app designed for college sport fans, which applies AI and neural network algorithms to analyze media platform data. We integrate ML and Bayesian optimization to explore spectator emotions as expressed in real-time through social media, offering valuable insights into how technology can improve fan engagement and behavior prediction. This multidisciplinary approach allows us to push the boundaries of sport management by merging technology, data analytics, and consumer psychology.
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