From thinking to feelling – heuristics in sports media marketing

Baltezarević, Ivana and Baltezarević, Radoslav and Zimonjić, Marijana (2025) From thinking to feelling – heuristics in sports media marketing. Sport media and business, 11 (3). pp. 137-150. ISSN 2956-0780

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Abstract

In this paper, we take a closer look at heuristics, especially the affective and fast decision-making shortcuts that play a role in how consumers select sports media. Our aim is to unravel how different emotional and cognitive shortcuts in the minds of consumers influence their interaction with sports content and advertising. By combining the Psychological Continuum Model, Uses and Gratifications theory, and heuristic processing, we create a comprehensive framework to explore how consumers behave in the sports media world. Such an integrated strategy provides insights for the sports sector, which can contribute to more effective and adequate creation of emotionally compelling and tailored media strategies. By combining theoretical analysis with practical examples, this paper highlights how emotionally impactful messages and straightforward visual signals can boost consumers' brand recall, strengthen loyalty, and sway their purchasing decisions.

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