Elite sport provides an exciting and dynamic emotional experience for spectators. Social marketers using sport sponsorship to promote health messages are yet to consider the impact of the temporal emotional sporting context in which health messages are promoted. The authors provide a critical review of the evidence for the influence of emotion on behavior and seek to elucidate the implications for health sponsorship in sport. Articles were identified via electronic database searches and returned-article references, with thirty-three suitable articles included. Drawing on evidence from sport sponsorship, social marketing, advertising, and cause-related marketing, the review highlights few studies have investigated emotion, health communication, and behavior in a sport sponsorship context. The findings indicate that positive (e.g. happiness, compassion) and negative (e.g. fear, guilt) emotions influence intentions and behaviors with the interaction of message framing important when delivering social marketing messages. A conceptual model presents how emotions may influence behavioral health sponsorship outcomes and provides areas of future research to develop best policy and practice when delivering health sponsorship in a sporting context.

精英运动为观众提供了激动人心的动感体验。使用体育赞助来促进健康信息的社会营销者尚未考虑促进健康信息的时间性情感体育环境的影响。作者对情绪对行为影响的证据进行了严格的审查，并试图阐明对体育健康赞助的影响。通过电子数据库搜索和返回的文章参考文献识别文章，其中包括33篇合适的文章。回顾来自体育赞助，社会营销，广告和与因果相关的营销的证据，该评论强调指出，很少有研究在体育赞助背景下调查情绪，健康沟通和行为。研究结果表明，积极（例如幸福，同情心和消极情绪（例如恐惧，内）会影响意图和行为，并且在传递社交营销信息时，信息框架的相互作用非常重要。概念模型介绍了情绪如何影响行为健康赞助的结果，并提供了未来的研究领域，以便在体育环境中提供健康赞助时制定最佳政策和实践。