Examining Minor League Baseball Spectator Nostalgia: A Neuroscience Perspective

Highlights

•	Novel methods yielded comparatively more objective nostalgia research findings.
•	Results exhibited relationship between fans’ neurological traits and nostalgia.
•	Visual, sound, and social interaction stimuli elicited most nostalgic responses.
•	Nostalgia was most experienced during middle of game experience.
•	Nostalgia maintained positive relationship with attendees’ behavioral intentions.

Abstract

The purpose of this study was to explore nostalgia’s effect on MiLB spectators’ psychological, emotional, and behavioral responses. Mobile encephalography (EEG) headsets were used to monitor attendees’ neurological responses that may be indicative of nostalgia, while an ecological momentary assessment (EMA) permitted the capturing of spectators’ self-reported nostalgic levels. This approach allowed participants’ mental scores to be analyzed in relationship to their nostalgic occurrences. Brainwave frequencies emblematic of inward attention and arousal were significantly related with the number of instances spectators reported feeling nostalgic, which denote mental dispositions prevalent among attendees more prone to nostalgia. Moreover, PROCESS macro regression highlighted nostalgia’s ability to influence spectators’ behavioral intentions. Results also revealed environmental stimuli originating from sight, sound, and sociability to be especially prominent in triggering nostalgia. Overall, the study’s findings reveal unique characteristics present in baseball that render both immediate and enduring effects.

Keywords:

• Baseball
• Nostalgia
• Sensory marketing
• Encephalography
• Social well-being

Notes

Eric Hungenberg is an Assistant Professor in the Department of Health and Human Performance at the University of Tennessee at Chattanooga. His research interests include sport consumer behavior, sport tourism, and sport atmospherics.

Mark Slavich is an assistant professor of sport management at Grand View University. His research interests include components of the sport experience including nostalgia, identity, and food and beverage consumption.

Andrew Bailey is an Assistant Professor in the Department of Health and Human Performance at the University of Tennessee at Chattanooga. His research focuses on adventure and natural resource-based recreation and tourism.

Taylor Sawyer is a master’s student studying Business Administration. Her interest in sport emanates from its impact on individuals’ mental and emotional well-being.