LAUSR

Abstract According to psychological reactance theory (PRT), when an individual’s freedom is threatened or eliminated, a state of reactance will occur in an attempt to have the freedom restored. Consumer reactance to firm marketing strategies and governmental restrictions have been examined in a variety of contexts. However, an examination of consumer reactance regarding participation in sport gaming activities, such as daily fantasy sport and sport gambling is non-existent. Two studies were developed using experimental designs to: (a) identify whether sport gaming participation intentions were influenced by government restrictions; (b) examine the influence of reactance tendencies on behavioral intentions; and (c) test whether consumer reactance moderates the relationship between government restrictions and gaming intentions. Our results showed significant differences in intentions based on government restrictions for both daily fantasy sport (DFS) and sport gambling participants. Mean intention scores were highest in the scenarios where the activities were legal, which is contrary to previous consumer reactance literature. However, varying state regulations may be playing a role, as individuals can participate in these activities in states where they are legal. Additionally, consumer reactance played a moderating role for groups that were discouraged or restricted from the activity. Consumers with high reactance tendencies reacted unfavorably to threats of freedom as anticipated, extending our knowledge of the impacts of consumer reactance within the sport gaming industry.