The role of personality, emotional intelligence, consumption behavior and team loyalty on understanding psychophysiologic reactions of sports fan for licensed products of sports teams

Objective: First purpose of this study is to analyze the relationsip between psychophysiological effects generated in fans by creating an emotional state and personal characteristics, emotional intelligence, consumption behaviour and team loyalty. Secondary purpose is to analyze the speed of response given by fans to stimulants and analyze the relationship between those response time and personal traits, emotional intelligence, consumption behaviour and team loyalty. Materials and Methods: 130 university students (33 females, 97 males) between the ages of 18 and 30 participated in this study, from Manisa Celal Bayar University Sport Science Faculty. Personal traits, emotional intelligence, fans' consumption behaviour, team loyalty and sports fans identification scale were applied to participants before the experiment. For Experiment 1, 5 minutes rest and experiment, for Experiment 2, 4 minutes 30 seconds rest and experiment was applied. And during the rest and experiment, heart rate variability and electro dermal activity measurements were taken by Nexus-10 device. For Experiment 2, correct response and reaction time measurements were done by using SuperLab Version5 and Cedrus RB-730. Obtained data were analyzed by using SPSS 21 packaged software. Findings: There is a significant and positive relationship between extroversion and DF/YF percentage change (r: .353 p<0.05) in Galatasaray team fans. There is a significant and negative relationship between openness to experience and reaction time (r: -.354 p<0.05) in Fenerbahçe team fans. Results: It was concluded that extroversion personality trait can not repress stress which appears by negative stimulants. Openness to experience personality trait makes reaction period shorter. Key Words: Licensed sport team merchandise, Personality, Emotional intelligence, Consumption, Loyalty, Heart rate variability, Reaction.