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  11. A Study Of The Effect Of Mascot Attractiveness On Attitudes Toward Sporting Events

A study of the effect of mascot attractiveness on attitudes toward sporting events

Aojun Liang1, Lin Sun2, Hong Wang1

  • 1Business School, Chengdu University of Technology, Chengdu, 610059, PR China.

Scientific Reports
|July 2, 2025

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View abstract on PubMed

Summary
This summary is machine-generated.

This study shows sports mascots significantly influence consumer attitudes toward events. Mascot attractiveness, uniqueness, and consistency positively impact event perception and engagement.

Area of Science:

  • Sports Marketing
  • Consumer Psychology
  • Event Management

Background:

  • Mascots are recognized in various fields, but their specific impact on sports marketing is under-researched.
  • Understanding consumer attitudes towards sports events is crucial for marketing success.

Purpose of the Study:

  • To analyze the influence of sports mascots on consumer attitudes toward sports events.
  • To explore the relationship between mascot attractiveness, event identification, and consumer psychological mechanisms.

Main Methods:

  • Mixed-methods approach combining Latent Dirichlet Allocation (LDA) topic modeling on social media data and structural equation modeling (SEM) with survey data (N=400).
  • Study 1: Identified perceived dimensions of mascot attractiveness from online reviews.
  • Study 2: Examined the direct effect of mascot attractiveness and the mediating role of event identification on consumer attitudes.
Keywords:
Event attitudesEvent identificationMascot attractiveness

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Main Results:

  • Mascot attractiveness positively influences consumer attitudes towards sports events.
  • Key factors like event impact, expertise, mascot uniqueness, anthropomorphism, intimacy, and consistency enhance positive event attitudes.
  • Mascots act as event spokespersons, affecting consumers' psychological responses and fostering affective associations.

Conclusions:

  • Sports mascots play a pivotal role in shaping consumer attitudes and engagement in sports marketing.
  • Strategies focusing on mascot attributes like uniqueness and anthropomorphism can improve event perception.
  • Event organizers should leverage mascots to enhance the overall consumer experience and psychological connection to the event.