The Impact of Sports Game Result on Indulgent Consumption——The Moderation Effects of Fan Identification,Construal Level and the Mediation Effects of Depressive Mood

How the results of sports game influence indulgent consumption of the spectator two field experiments show that the results of sports game significantly influence indulgent consumption of the spectator.Compared the result that their favorite sports teams win,the result of loss significantly increased the spectator's indulgent consumption.The spectator's depressive mood mediate the relationship between the results of sports game and the indulgent consumption of spectator.Moreover,fan identification moderate their relationship.Specifically,for higher fan identification,the relationship between the results of sports game and the indulgent consumption of spectator is significant;for lower fan identification,the results of sports game doesn't significantly influence indulgent consumption of the spectator.This study also finds out that in a high construal level,participants reduce the indulgent consumption,because the higher construal level can draw participants' attention to the long-term benefit,and enhances participants' motivation to pursue the long-term goal,which is beneficial to the recovery of self-control ability.