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A dual account of how excitement impacts risk-taking: Evidence from the National Hockey League’s 50-50 raffle

Author

Listed:
  • Alexander Davidson
  • Matthew D. Meng
  • Scott Tainsky
  • Mitchell C. Olsen

Abstract

The current research seeks to explain the motivation to participate in risk-taking activities as a function of game-related dynamics. We examine the role of excitement in predicting purchase behaviour toward a 50–50 raffle, a prevalent social responsibility activity among sport organizations where half the amount raised is offered to charity while the other half is allocated to a randomly drawn participant. We combine a proprietary dataset of 50–50 transactions for a National Hockey League team with publicly-available information and box scores across two seasons of home games. A dual account reveals that excitement increases risk-taking towards 50–50 purchase amount (1) during non-gameplay (i.e., the pregame and intermission) due to excitement-as-anticipation, and (2) during gameplay due to excitement-as-experience. We discuss the findings’ practical implications for sport organizations’ socially responsible activities and suggest directions for future research.

Suggested Citation

  • Alexander Davidson & Matthew D. Meng & Scott Tainsky & Mitchell C. Olsen, 2024. "A dual account of how excitement impacts risk-taking: Evidence from the National Hockey League’s 50-50 raffle," Sport Management Review, Taylor & Francis Journals, vol. 27(2), pages 280-299, March.
    • Handle: RePEc:taf:rsmrxx:v:27:y:2024:i:2:p:280-299
    DOI: 10.1080/14413523.2023.2276442
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