Jamie Zhang

This study sought to determine if hues overlayed on a video recording of a piano performance would systematically influence perception of its emotional arousal level. The hues were artificially added to a series of four short video excerpts of different performances using video editing software. Over two experiments 106 participants were sorted into 4 conditions, with each viewing different combinations of musical excerpts and hue combinations. Participants rated the emotional arousal depicted by each excerpt. Results indicated that the overall arousal ratings were consistent with the nominal arousal of the selected excerpts. However, hues added to video produced no significant effect on arousal ratings, contrary to predictions. This could be due to the domination of the combined effects of other channels of information over the emotional effects of the hypothesized influence of hue on perceived performance. To our knowledge this is the first study to investigate the impact of these hues upon perceived arousal of music performance, and has implications for musical performers and stage lighting. Further research that investigates reactions during live performance and manipulation of a wider range of lighting hues, saturation and brightness levels, and editing techniques, is recommended to further scrutinize the veracity of the findings.

The purpose of this study was to empirically investigate the interrelationships between push and pull factors associated with the consumption of women’s professional basketball games. Multiple factors pertaining to sport consumers’ internal needs, identified as “push” factors, contain various intangible socio-psychological motivations representing an individual’s intrinsic desires that drive consumers toward certain goal-driven behaviors. On the other hand, “pull” factors, related to the supply side, refer to the different aspects of sport products the management of sport teams provides. It is imperative to obtain a better understanding of the push–pull interaction so that sport marketers can design their products to satisfy spectators’ expectations with different needs. Spectators attending WNBA games responded to an on-site survey. CFA was conducted to ensure the psychometric properties of the scales, which showed that the overall model fit the data well. A canonical correlation analysis was performed, and two significant functions were revealed by the dimension reduction analysis. The first function [F = 4.49, p < 0.001]: I-Want-Everything-Consumer suggests that the market segment comprises individuals with multiple needs and expectations, both of which need to be met simultaneously. Thus, sports marketers can satisfy WNBA consumers’ needs by enhancing the quality of tangible pull factors. The second function [F = 2.38, p < 0.001]: Achievement-Seekers revealed that the consumers motivated by vicarious achievement expect game promotion rather than the quality of the opposing team, indicating that sport marketers should provide tailored promotional strategies to satisfy this segment of consumers. Specifically, the findings of this study can be used to segment consumers based upon fan motives and position products accordingly by managing the controllable aspects of sport products. This study provides empirical evidence of the relationship between WNBA consumers’ multiple needs and attributes associated with the WNBA core product.