An Exploration of Tennis Consumption Experiences by a Beginner Named 'Te-rin-e': The Desire for Self-Expression, Conflict with Mainstream Culture, and Knowledge-Based Consumption

PURPOSE This study focuses on the experiences of novice tennis enthusiasts in Korea, aligning with the rising popularity of tennis as a burgeoning cultural phenomenon. METHODS Employing an ethnographic approach, we included eight participants with <5 years of tennis, in addition to three auxiliary participants. RESULTS The primary findings of this study are as follows: First, novice tennis players from the MZ generation actively employ tennis as a means of personal expression, sharing their tennis-related fashion and experiences on SNS. Second, most novice tennis players report a sense of detachment from the traditional club-centric tennis culture, gravitating toward casual court usage, spontaneous activities, and flexible membership structures. F inally, despite their modest technical proficiency, they avidly engage in knowledge-based consumption, displaying a profound grasp of tennis-related information. CONCLUSIONS These findings provide valuable insights into comprehending this burgeoning cultural phenomenon in Korean society, stemming from the escalating interest in tennis, and can serve as a valuable benchmark for establishing development strategies for tennis

Impact of moods induced by sports programming on commercial evaluation

This study investigated the effects of moods induced by sports programming on commercial evaluation. Participants were exposed to one of two commercials (either emotional or informational) within one of two basketball games (win or loss) and asked to evaluate the commercials. The results revealed an interaction effect (but did not meet the conventional level: alpha = .05, p = .083) between moods and commercial appeals on commercial evaluation. Participants who watched the losing game had a more favorable attitude toward an emotional commercial than those who watched the winning game; whereas there was no difference in attitude toward informational commercials between fans who watched the wining game and fans who watched the losing game. This consequence provides partial support for a mood regulation model that suggests that people with such moods tend to make a favorable evaluation of the target because of the need to relieve negative moods. Significantly, this study suggests that because an emotional appeal better serves as a source for alleviating negative moods than an informational appeal, the mood regulation effect is likely to occur when the target commercial is emotionally appealing.