Effects of Women’s Football Broadcastings on Viewers’ Moods and Judgments: Investigating the Moderating Role of Team Identification and Sex

The objective of this article is to improve the understanding of mood and judgment effects evoked by major televised sport events like national football matches. According to disposition theory of sport spectatorship, viewers’ affective experiences, specifically their moods, are assumed to be affected by the outcomes of the matches they watch. This study tests whether these mood effects depend on viewers’ team identification as well as viewers’ sex. Moreover, past research has indicated that mood changes as effects of sport viewing could influence viewers’ subsequent judgments in line with feeling-as-information theory. Based on this line of arguments, a quasi-experimental pre-post-test study with 180 participants was conducted to assess the moods and judgments (self-confidence, evaluation of the economic situation, government satisfaction) of viewers before and after a win and a defeat of the German national football team during the 2011 women’s FIFA World Cup. The results support disposition theory of sport spectatorship as well as feeling-as-information theory and give new insights into the moderating role of team identification and sex.