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Red Sox versus Yankees: Sports Team Rivalry, Sports Symbols, and Distance Performance
윤석기,김경옥,A. J. Beltis,John Logan,Gayatri Subramanian 글로벌지식마케팅경영학회 2020 Journal of Global Sport Management Vol.5 No.3
Building on the literature on psychological distance and visual illusion, the authors examine whether visual exposure to sports team symbols affect distance performance, depending on whether the symbols represent favored or rival teams. Boston Red Sox fans are used to test the hypothesis in the context of the famous Red Sox–Yankees rivalry. Individuals who are primed with the symbol of their favored (rival) sports team are predicted to hit/throw a ball short (long) of the target. In Study 1, Red Sox fans putt a golf ball imprinted with a Red Sox (Yankees) logo, and are found to putt short (long) of the goal. In Study 2, Red Sox fans photograph a bobble head wearing a Red Sox (Yankee) jersey and then are found to throw a basketball nearer to (farther from) themselves.
윤석기,최영균,김효규 동국대학교 영상문화콘텐츠연구원 2009 영상문화콘텐츠연구 Vol.0 No.-
Although a variety of psychological theories have been used to explain the third-person effect, research has yet to provide a definitive single explanation of how or why individuals perceive themselves as less resistant or others as more susceptible to media messages. The research purposes to investigate the effects of third person effect on advertising effectiveness when the message is delivered from high vs. low credibility endorser across individualistic vs. collectivistic societies which are represented by USA and South Korea. The 361 subjects participated for an experiment from both countries. It was found that Korean participants rated high credible ads as more effective than low credible ads only when responding in the third-person perspective. On the other hands, US sample did not show this kind of interaction effect. Theoretical and managerial implications are discussed.