Are Bad Calls Part of the Game? Impact of Bad Calls on the Emotional Outcome: Focusing on the Excitation Transfer Theory

Undoubtedly, bad calls during sport matches have been known to disrupt the spectators’ viewing experiences. However, do the bad calls always damage the enjoyment of the game? Drawing on the excitation transfer theory and the attributional model, we attempted to examine the impacts of unavoidable negative situations on fans’ experiences. To achieve the research objective, we experimented ( n = 145) with a 2 (Bad calls: with vs. without) x 2 (Game result: win vs. loss) between-subjects designs by using actual NCAA Division 1 men's basketball videos as experimental stimuli. The results showed that emotions of suspense (e.g., emotional intensity) from witnessing bad calls can be transferred to favorable emotions (e.g., subjective vitality), depending on the outcome of the subsequent events (winning vs. losing). The findings propose that bad calls could not only serve as a catalyst for increasing fans’ emotions of suspense but also enhance their overall viewing experience.