You’ll never want to watch alone: the effect of displaying in-stadium social atmospherics on media consumers’ responses to new sport leagues across different types of media

Research question This paper examines how displaying fans in the stadium using different types of visual content (pictures and videos) influences media consumers’ responses to sport leagues previously unknown to them. Specifically, we investigate how high versus low displays of social atmospherics in pictures and videos affect consumers’ cognitive (attributions of attractiveness to the league) and affective (emotional arousal) responses. In...