Winning, Spectator Mood, and Unplanned Buying of Sport-team Licensed Apparel: A Dual Information Processing Perspective

Abstract

This study examined unplanned buying behavior of sport team licensed merchandise using the dual information processing system (heuristic and systematic) of Chaiken and colleagues (Chaiken, Giner-Sorolla, & Chen, 1996). Sport consumers are expected to experience positive or negative moods after they watch their team play. Participants (36 males and 24 females) were randomly assigned to three groups (positive outcome, control, and negative outcome) and positive and negative moods were induced with video clips of the games of the university football team. The results indicated that the participants in a positive mood state were able to recall less information about the licensed merchandise presented and were more likely to engage in unplanned buying behavior than ones in a negative mood state. Possible marketing implications and suggestions for future study were also discussed.