The effects of sensory stimuli on motorsports spectators

Kyu Soo Chung, Dong Soo Ryu, B. Christine Green, Hyun Min Kang

Research output: Contribution to journalArticlepeer-review


This study measures the effect of each of the five senses on arousal, satisfaction and intention to revisit a live racing event. Spectators' arousal was significantly influenced by sights, sounds and smells. Spectators' sense of smell, taste, and touch directly impacted satisfaction. Interestingly, olfactory stimuli had an effect on both arousal and satisfaction. Spectators' arousal had a significant indirect effect on their revisit intention. The study proposes that motorsports marketers make use of olfactory stimuli to provide racing spectators with memorable experiences.

Original languageEnglish (US)
Pages (from-to)36-55
Number of pages20
JournalInternational Journal of Sports Marketing and Sponsorship
Issue number5
StatePublished - Oct 1 2015


  • Five senses
  • Live experience
  • Motorsports
  • Sensory stimuli
  • Sports spectators

ASJC Scopus subject areas

  • Business and International Management
  • Finance
  • Marketing


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