Examining Minor League Baseball Spectator Nostalgia: A Neuroscience Perspective |
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| Affiliation: | 1. Metro 212, Dept. 6606 615 McCallie Ave., Chattanooga, TN 37403-2598, University of Tennessee at Chattanooga, United States;2. 1200 Grandview Ave., Des Moines, IA 50316, Grand View University, United States;3. Metro 108, Dept. 6606 615 McCallie Ave., Chattanooga TN 37403-2598, University of Tennessee at Chattanooga, United States;4. 615 McCallie Ave., Chattanooga TN 37403-2598, University of Tennessee at Chattanooga, United States;1. East Tennessee State University, Department of Sport, Exercise, Recreation, and Kinesiology, Box 70671, E224 MHSA Athletic Center, Johnson City, TN, 37614, United States;2. George Mason University, School of Recreation, Health and Tourism, 4400 University Drive, MS4D2, Fairfax, VA, 22030, United States;1. University of North Texas, 1155 Union Circle #310769, Denton, TX 76203-5017, United States;2. Lock Haven University, 401 N. Fairview St., Lock Haven, PA 17745, United States;3. Texas A&M University, 107 Gilchrist Building, 2929 Research Parkway, College Station, TX 77843-4243, United States;4. University of Florida, 1864 Stadium Rd., Gainesville, FL 32603, United States;1. Digital Marketing Associate, Nine Line Apparel, 450 Fort Argyle Road, Savannah, GA, 31419, United States;2. Marketing Department, Parker College of Business, Georgia Southern University, P.O. Box 8154, Statesboro, GA 30460-8154, United States;3. Department of Marketing and International Business, Foster College of Business, 1501 W. Bradley Avenue, Bradley University, Peoria, IL, 61625, United States;1. Department of Recreation, Sport and Tourism, University of Illinois at Urbana-Champaign, 219 Huff Hall, MC-584, Champaign, IL 61820, USA;2. Management Discipline Group, University of Technology, Sydney, Australia |
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| Abstract: | The purpose of this study was to explore nostalgia’s effect on MiLB spectators’ psychological, emotional, and behavioral responses. Mobile encephalography (EEG) headsets were used to monitor attendees’ neurological responses that may be indicative of nostalgia, while an ecological momentary assessment (EMA) permitted the capturing of spectators’ self-reported nostalgic levels. This approach allowed participants’ mental scores to be analyzed in relationship to their nostalgic occurrences. Brainwave frequencies emblematic of inward attention and arousal were significantly related with the number of instances spectators reported feeling nostalgic, which denote mental dispositions prevalent among attendees more prone to nostalgia. Moreover, PROCESS macro regression highlighted nostalgia’s ability to influence spectators’ behavioral intentions. Results also revealed environmental stimuli originating from sight, sound, and sociability to be especially prominent in triggering nostalgia. Overall, the study’s findings reveal unique characteristics present in baseball that render both immediate and enduring effects. |
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| Keywords: | Baseball Nostalgia Sensory marketing Encephalography Social well-being |
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