Marketing Leisure Services to Sensation Seekers: the Relationship Between Personality and Emotional Response in Novices Using an Artificial Climbing Wall

Woo-Young Lee, University of Maryland at College Park, U.S.A.
Stephen McDaniel, University of Maryland at College Park, U.S.A.
The market related to so-called extreme sports, such as rock climbing and sky diving, has burgeoned since the 1990s. Consumer behavior research has linked the personality trait of sensation seeking (SS) with involvement in the above sports. However, work on participation in risky sports has not thoroughly examined the influence of personality and subsequent emotional response, on behavioral intentions in this context. The current study investigated the effects of the SS personality trait, along with demographics, on novice artificial wall climbers’ (N=191) emotional responses (PAD scale: pleasure-arousal-dominance) and related behavioral intentions to climb again. Results suggest participants’ emotions (e.g., arousal) and future intentions to climb are both a significant function of personality and gender.
[ to cite ]:
Woo-Young Lee and Stephen McDaniel (2007) ,"Marketing Leisure Services to Sensation Seekers: the Relationship Between Personality and Emotional Response in Novices Using an Artificial Climbing Wall", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 468-470.