The development of the media and technology has facilitated the proliferation of extreme sports (e.g., sensation-seeking sports such as rock wall climbing) across various communication platforms. For example, millions of fans annually consume extreme sports (e.g., the X-Games) either as spectators at a live event or as viewers of content produced across ESPN global distribution channels (e.g., television, Internet, smart phones). However, the extreme sports fans' attitude formation through

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... tising has not been thoroughly examined in the academic field. Thus, the purpose of current study is to investigate how the level of personal involvement in the extreme sport influences emotions (i.e., pleasure and arousal) evoked by extreme sports advertising(i.e., artificial wall climbing) and how it influences consequent cognitive reactions (i.e., attitudes and intentions). In order to test the hypotheses, data were drawn from a convenience sample of 250 undergraduates from a large university located in the Mideast region of the United States. The results indicated that arousal is a significant function of personal involvement in the sport. Furthermore, both pleasure and arousal have significant effects on participants' attitudes toward extreme sport advertising. The theoretical and practical implications of the results are discussed, along with future directions for research.