Vinu Selvaratnam, Luke Potwarka

Abstract: Measuring sport consumers’ emotions is predominately accomplished using self-report measures. To address the limitations of self-report measures and to broaden researchers’ understanding of the role emotion plays in explaining consumers’ decision to buy and use sport-related products, we bring attention to neurophysiological research methods. In doing so, we discuss its application and challenges in neuromarketing and consumer neuroscience research. We also explain why sport consumer behavior research would benefit from its use. Finally, we encourage researchers to apply neurophysiological research methods to potentially advance the field.

Keywords: research methods, emotion, sport consumer

Citation: Selvaratnam, V., & Potwarka, L. (2023). Using neuropsychological research methods to understand sport consumer emotions. International Journal of Sport Management, 24(3), 211-220.

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