Alex Davidson and Scott Tainsky accepted for publication in Sport Management Review  

Mike Ilitch School of Business Assistant Professor of Marketing Alex Davidson and Professor of Management Scott Tainsky have been accepted for publication in Sport Management Review, which is a multidisciplinary journal concerned with the management, marketing and governance of sport at all levels and in all manifestations.

The article, titled “A dual account of how excitement impacts risk-taking: Evidence from the National Hockey League’s 50-50 raffle,” was co-authored by Matthew D. Meng, Professor of Marketing and Strategy at Huntsman School of Business at Utah State University, and Mitchell C. Olsen Professor of Marketing at Mendoza College of Business at the University of Notre Dame.


The current research seeks to explain the motivation to participate in risk-taking activities as a function of game-related dynamics. We examine the role of excitement in predicting purchase behavior toward a 50–50 raffle, a prevalent social responsibility activity among sport organizations where half the amount raised is offered to charity while the other half is allocated to a randomly drawn participant. We combine a proprietary dataset of 50–50 transactions for a National Hockey League team with publicly-available information and box scores across two seasons of home games. A dual account reveals that excitement increases risk-taking towards 50–50 purchase amount (1) during non-gameplay (i.e., the pregame and intermission) due to excitement-as-anticipation, and (2) during gameplay due to excitement-as-experience. We discuss the findings’ practical implications for sport organizations’ socially responsible activities and suggest directions for future research.

View all news stories