Globally, it appears that a new era of color mania has emerged in sport. From local secondary schools, to regional universities, to international competitions, venues commonly insert new colors to the sportscape. While, college football in the US has certainly experienced color transformations of uniforms and stadia, some universities have installed colored playing fields. This study serves as a foundational investigation of color effects in such a major part of the sporting experience. An experiment utilizes a 2x3 between-subjects design comparing picture and framing conditions and measures effects on fan (and non-fan) perceptions. Results show that exposure to a red field positively influences perceptions of the competitive atmosphere, the football team, and various aspects of the university itself. Further, framing in terms of environmental benefits versus financial benefits appears to more strongly influence perceptions.
|Keywords:||Color Effects, Framing Effects, Fan Perceptions, Team Identification|
Professor, Marketing, Eastern Washington University, Spokane, Washington, USA
Professor of Marketing, Department of Management, Eastern Washington University, Spokane, Washington, USA