How to Enjoy Watching One-Sided Sport Games
| Autor: | Tomoyuki Maekawa, Kazuhiro Ueda |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
media_common.quotation_subject
05 social sciences Control (management) ComputingMilieux_PERSONALCOMPUTING Advertising Competitor analysis 01 natural sciences Abstraction layer 010104 statistics & probability Broadcasting (networking) One sided 0502 economics and business Construal level theory Quality (business) 050207 economics 0101 mathematics Predictability Psychology media_common |
| Zdroj: | KST |
| Popis: | While sports games in which both competitors have an equal chance to win are preferred by audiences, it is often easy to predict the winners in tennis matches. On the other hand, some audiences are interested in the players' athletic quality as well as which player will win. Whether an individual focuses on primary attributes such as the winner or secondary attributes such as the performance depends on the construal level. Thus we tested whether manipulating construal level can make audiences interested in a one-sided tennis match. We conducted an experiment with participants to evaluate excitement at watching videos of tennis matches just after their construal levels were controlled. The results show that there is a significant interaction between construal level and predictability of the winner, implying that the control had an effect on excitement for at least one video. Our findings suggest modulating the abstraction level of information in broadcasting sport games depending on the winning probabilities. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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