The Effects of Violent Image, Assertive Message,and Attitude toward Combative Sports
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초록
MMA (Mixed Martial Arts) popularity is increasing globally. The purpose of this study was to effectively communicate with MMA viewers through the interchange level of violent image in association with message types (i.e., assertive and nonassertive). The results indicated that violent image had a higher MMA attitude than non-violent image. Furthermore, violent image and assertive message type had a higher MMA attitude than violent image in association with nonassertive message type. Lastly, for high arousal tendency seekers, violent image and assertive message had a higher MMA attitude compared to violent image and nonassertive message type. Also, there was no difference between nonviolent image and assertive message and nonviolent image with nonassertive message for high arousal tendency seekers. While for low arousal tendency seekers, nonviolent image and assertive message type had a higher MMA attitude compared to nonviolent image and nonassertive message type. There was a difference between violent image in association with assertive message and violent image associated with nonassertive message for low arousal tendency seekers. This research can assist sport marketers and event managers to better attract and communicate with the audience when promoting MMA events.
Abstract
MMA (Mixed Martial Arts) popularity is increasing globally. The purpose of this study was to effectively communicate with MMA viewers through the interchange level of violent image in association with message types (i.e., assertive and nonassertive). The results indicated that violent image had a higher MMA attitude than non-violent image. Furthermore, violent image and assertive message type had a higher MMA attitude than violent image in association with nonassertive message type. Lastly, for high arousal tendency seekers, violent image and assertive message had a higher MMA attitude compared to violent image and nonassertive message type. Also, there was no difference between nonviolent image and assertive message and nonviolent image with nonassertive message for high arousal tendency seekers. While for low arousal tendency seekers, nonviolent image and assertive message type had a higher MMA attitude compared to nonviolent image and nonassertive message type. There was a difference between violent image in association with assertive message and violent image associated with nonassertive message for low arousal tendency seekers. This research can assist sport marketers and event managers to better attract and communicate with the audience when promoting MMA events.
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