This study explored how emotions influence consumption goals in sports spectatorship, particularly focusing on locus of control (LOC). It proposed that specific emotions activate consumer goal hierarchies based on internal vs. external LOC. A lab experiment accounted for 17 confounding variables, revealing that spectators with an internal LOC have their consumption goals more strongly activated by emotions. These findings have implications for managing customer emotions and developing effective business strategies for spectatorship LOC.

Image courtesy of interviewee. December 4, 2023