Type of Document	Thesis
Author	Rynarzewska, Anna I.
Author's Email Address	air05c@fsu.edu
URN	etd-01062010-103057
Title	The Use of Sports Related Emotion in Advertising: Increasing Purchase Intent. Affective Marketing Model Development.
Degree	Master of Science
Department	Accounting, Department of
Advisory Committee	Advisor Name Title Steven McClung Committee Chair Jay Rayburn Committee Member Joe Cronin Committee Member
Keywords	Sports Purchase Intent Marketing Model Affect Advertising
Date of Defense	2009-12-07
Availability	unrestricted
Abstract This study intended to extract factors that could be successfully used to increase purchase intent. Moreover, this study attempted to increase existing knowledge in marketing of sportswear. This study’s main focus was to test which emotions are the most commonly experienced by the respondents during active sports participation. It was hypothesized that the use of those sports-related emotions in advertisements would improve sportswear purchase intent for those who actively participate in athletic activities. This study confirmed the importance of affect in advertising. However, it failed to establish a clear marketing model that would strictly rely on affect as a major force to increased purchase intent. An adjusted affective marketing model was proposed.
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