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The effects of sensory stimuli on motorsports spectators
- Issue Date
- 10월-2015
- Publisher
- EMERALD GROUP PUBLISHING LTD
- Keywords
- Five senses; Sensory stimuli; Live experience; Sports spectators; Motorsports
- Citation
- INTERNATIONAL JOURNAL OF SPORTS MARKETING & SPONSORSHIP, v.16, no.5, pp.365 - 384
- Indexed
- SSCI
SCOPUS
- Volume
- 16
- Number
- 5
- Start Page
- 365
- End Page
- 384
- ISSN
- 1464-6668
- Abstract
- This study measures the effect of each of the five senses on arousal, satisfaction and intention to revisit a live racing event. Spectators' arousal was significantly influenced by sights, sounds and smells. Spectators' sense of smell, taste, and touch directly impacted satisfaction. Interestingly, olfactory stimuli had an effect on both arousal and satisfaction. Spectators' arousal had a significant indirect effect on their revisit intention. The study proposes that motorsports marketers make use of olfactory stimuli to provide racing spectators with memorable experiences.
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Collections - College of Education > Department of Physical Education > 1. Journal Articles
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