Date on Honors Thesis

Summer 5-7-2024

Major

Psychology

Minor

Computer Science

Examining Committee Member

Dr. Sean Rife

Examining Committee Member

Dr. Jana Hackathorn

Examining Committee Member

Dr. Daniel Wann

Abstract/Description

The goal of this study was to examine the relationship between color and sport fan perceptions. There is a distinct connection between colors and emotions that is underexplored in the setting of sport. This connection could also be influenced by someone’s level of dysfunction or their attachment to a team. The research hoped to identify the influencing factors of the connection and offer possible applications of the research in the future such as advertisements, posters, and commercials. It was hypothesized that sport fans of varying levels of dysfunction will have different perceptions and cognitions based on the color of the advertisement associated with a game. This hypothesis was studied by surveying participants’ levels of sport team identification, dysfunctional fandom, and level of sport fandom. These measures were taken in conjunction with viewing a colored game poster and answering questions about their thoughts concerning the basketball game described on the poster itself. Black and white, red, light blue, and Murray State university-colored (i.e. blue and gold) posters were randomly assigned to participants to view. Highly dysfunctional fans viewing the red poster reported that the game was likely to be aggressive in nature. Low dysfunctional fans viewing the blue poster reported that the game was likely to be aggressive in nature. By understanding this connection researchers, sport teams, and leagues could gain a greater ability to market tournaments and games, as well as having a greater understanding of the connection of color and perceptions.

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