... (basketball vs martial arts) and the strength of explicit expertise information (average vs strong). The experiments used two-way and three-way ANOVA to analyze main and interaction effects. Findings Racial stereotypes shaped consumer perceptions of athlete expertise, particularly when the race–sport fit...

.... It identifies how animosity generates agonistic emotions and in turn weakens perceived fit between the sponsor and sponsee, leading to adverse consumer responses. Emotions are “a general category for mental feeling processes” (Bagozzi et al., 1999 , p. 185), strongly associated with action...