期刊
JOURNAL OF BUSINESS RESEARCH
卷 170, 期 -, 页码 -出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2023.114330
关键词
Extreme sports; Positive awe; Behavioral engagement; Curiosity; Need for cognition; Negative awe
类别
This study found that incidental awe plays an important role in motivating people to engage in extreme sports, leading to increased participation, positive word of mouth, and willingness to pay higher prices. However, negative awe does not have the same effects. These effects are mediated by individuals' cognitive experience of curiosity and are moderated by their need for cognition.
Extreme sports, a unique sports genre, rely heavily on commercial communication to motivate participation and realize marketing potential. This study highlights incidental awe (awe emotion elicited from experiences other than extreme sports) as an introjected motivation for extreme sports under self-determination theory. Through three experimental studies, this study examined whether and how incidental awe stimulates individuals' extreme sports engagement. Specifically, we found that people who experienced positive awe displayed greater tendencies to take part in, form positive word of mouth for, and pay a higher price for extreme sports than those in control conditions (Studies 1-3). However, negative awe did not have any of the above effects (Study 2). Effects of positive awe on extreme sports engagement were mediated by individuals' cognitive experience of curiosity and moderated by their need for cognition (Study 3). Together, these findings identified incidental awe as a significant introjected motivation for engaging in extreme sports through emotional and cognitive mechanisms. Guidelines for extreme sports promotion are provided accordingly.
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