Dr. Kim Co-Publishes on Mixed Emotions During Sports Consumption

By RetterJ | April 3, 2017

Dr. Jun Woo Kim, assistant professor of Sport Management in the School of Global Business, published “Existence of Mixed Emotions during Consumption of a Sporting Event: A Real-Time Measure Approach” in the Journal of Sport Management (JSM). Dr. Kim conducted the research alongside Dr. Marshall Magnusen, assistant professor of Sport Management at Baylor University, and Dr. Hyun-Woo Lee, assistant professor of Sport Management at Florida State University.

Investigating mixed emotions during sporting events, the researchers conducted two studies through a 4 (game outcome) × 2 (response format) mixed model Analysis of Covariance. Participants were asked to measure their happiness and sadness through an online survey, which revealed that game results prompt conflicting feelings, such as disappointment and relief, within sports consumers.

This is Dr. Kim’s second publication in JSM, a prominent academic journal in the field of Sport Management.