Damon Aiken is an associate professor at Eastern Washington University in Spokane. His research interests include fan values, team preference formation, and segmentation according to "old school" values.

(See my biography page for more information).

Seeing Red, Feeling Red: How a Change in Field Color Influences Perceptions

This a foundational study of color effects in the sportscape. An experiment investigates how a red field color influences fan (and non-fan) perceptions.

Article: Print


Article: Electronic