This research explored real-time spectator emotion to inform dynamic approaches to health message sponsorship in elite sport. Following the development of a conceptual framework, Implicit Association Tests found sport and sponsor emotion differed across three real sponsorships, and sponsored messages differentially influenced implicit alcohol consumption attitudes. Next, automated facial expression software and wristbands accurately detected emotional responses to real-life stimuli validated to elicit emotion. Finally, real-time spectator responses were highly variable and fluctuating during exposure to elite sport. Indirect emotion measures that capture spectator experiences as they occur may inform decision making in sponsorships that promote health messages.
|Qualification||Doctor of Philosophy|
|Award date||24 Apr 2021|
|Publication status||Unpublished - 2020|