Much researcher has focused on emotions, because emotions play such an important role in predicting consumer behavior. In this chapter I review previous studies related to customer emotion and delight and introduce empirical studies that apply psychological theory to sport spectator behavioral research. I also briefly cover fundamental knowledge concerning emotion and delight as a basis for understanding the research presented as well as for aiding in the development of future research topics. The information in this chapter will prove useful to those in the sport industry and especially to researchers and sport marketers or managers.
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