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.

根据心理反应理论（PRT），当一个人的自由受到威胁或被消灭时，就会出现一种反应状态，试图恢复自由。在多种情况下，研究了消费者对公司营销策略和政府限制的反应。但是，不存在对消费者参与运动游戏活动（例如日常幻想运动和体育赌博）的反应的检查。使用实验设计进行了两项研究，以：（a）确定体育游戏的参与意图是否受到政府限制的影响；（b）研究电抗倾向对行为意图的影响；（c）测试消费者的反感是否缓和了政府限制与博彩意图之间的关系。我们的结果表明，基于政府对日常幻想体育（DFS）和体育博彩参与者的限制，其意图存在显着差异。在活动合法的情况下，平均意向得分最高，这与以前的消费者反感文献相反。但是，不同的州法规可能会发挥作用，因为个人可以在合法的州参加这些活动。此外，对于那些不鼓励或限制参加活动的人群，消费者的反抗作用起了调节作用。具有高电抗倾向的消费者对预期的自由威胁做出了不利反应，从而扩展了我们对体育游戏行业中消费者电抗的影响的认识。