Reconceptualizing a model of demonstration effects: integrating rational, affective, and behavioral constructs

Research question: Research examining demonstration effects has been criticized for being atheoretical and lacking evidence of any behavioral effect. Drawing from dual-process decision-making models, the purpose of this study was to examine how rational and affective motivational mechanisms influence youths’ intention and participatory behavior after watching an elite sport event.Research methods: Data were collected from 318 youth post-spectating an elite track cycling event. Post-event questionnaires measured rational and affective motivational antecedents of intention, while the behavior was measured through sport program participation within one year following the event.Results and findings: Structural equation modeling revealed that rational (i.e. attitude toward the behavior, perceived behavioral control, descriptive norm) and affective (i.e. inspiration) motivational mechanisms significantly predicted intention, and intention, was a small but statistically significant predictor of participation.Implications: Scholars should consider the integration of both rational (e.g. participation constraints) and affective-based (e.g. inspiration) motivational mechanisms when modeling sport participation behaviors. Practitioners should consider designing event leveraging strategies that expand youth’s social networks (e.g. youth activities during event intermissions) and create experiential conditions which induce a state of inspiration (e.g. having athletes speak to youth after the event).