This dissertation provides an exploration into the intricate relationship between the emotional volatility extant during spectator sport consumption and consumer memory for marketing stimuli. Emotional activity is measured across two dimensions (i.e., emotional arousal and valence), and an experimental methodology is implemented that allows for the competition of several theoretical predictions deriving from a variety of domains pertaining to the effect of volatility within each dimension upon consumer memory. Regarding the arousal-memory interaction, these predictions include (1) the arousal enhancement hypothesis, which predicts a comprehensive improvement in memory due to the presence of emotional arousal, (2) the cognitive resource allocation model, which predicts a comprehensive decline in memory due to the presence of emotional arousal, (3) the peripheral neglect hypothesis, which predicts the enhancement of memory for temporally, conceptually, and spatially central information and impairment of memory for peripheral information due to the presence of emotional arousal, and (4) state dependent memory, which refers to the phenomenon that memory relies upon a consistency in psychological contexts across encoding and retrieval. Regarding the valence-memory interaction, three predictions were tested: (1) positive valence effect, which refers to the prediction that emotional valence is positively related to probability of recall, (2) selectivity for valenced stimuli, which refers to the tendency to selectively encode/retrieve information with a non-neutral affective tone, and (3) state-dependent encoding, which refers to the tendency to selectively encode information with an affective tone that is congruent with one's current emotional valence state. This research provides support for a state-dependent view of the emotion-memory relationship. Recall patterns also approximated those predicted by the peripheral neglect hypothesis. The theoretical and practical implications of these findings are provided / A Dissertation submitted to the Department of Sport Management in partial fulfillment of the requirements for the degree of
Doctor of Philosophy. / Summer Semester, 2014. / June 26, 2014. / Advertising, Consumer Behavior, Emotion, Memory, Sponsorship, Sports Marketing / Includes bibliographical references. / Jeffrey James, Professor Directing Dissertation; Jeffery Smith, University Representative; Yu Kyoum Kim, Committee Member; J. Joseph Cronin, Jr., Committee Member.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_254507 |
| Contributors | Smith, Robert (authoraut), James, Jeffrey (professor directing dissertation), Smith, Jeffery (university representative), Kim, Yu Kyoum (committee member), Cronin, J. Joseph (committee member), Department of Sport Management (degree granting department), Florida State University (degree granting institution) |
| Publisher | Florida State University, Florida State University |
| Source Sets | Florida State University |
| Language | English, English |
| Detected Language | English |
| Type | Text, text |
| Format | 1 online resource, computer, application/pdf |
| Rights | This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s). The copyright in theses and dissertations completed at Florida State University is held by the students who author them. |
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