Associate Professor, Kinesiology
Campus: UMD | Building: School of Public Health | Room: 2337
Phone: 301.405.2499 |

Dr. McDaniel's teaching and research are focused on marketing and media phenomena, in the area of sport management. He also holds an affiliate appointment with the Department of Communication. He has presented his work to a number of academic groups including: The American Marketing Association, The Association for Consumer Research, The American Academy of Advertising, The Association for Education in Journalism and Mass Communication, the Society for Consumer Psychology and the North American Society for Sport Management. He has published his research in Journal of Business Research, Journal of Services Marketing, Journal of Sport Management, Psychology & Marketing and Sport Management Review, and Personality and Individual Differences. He also serves on the editorial board of several major journals in sport management, including: International Journal of Sport Marketing and Sponsorship, Journal of Sport Media, and Event Management: An International Journal. He was named a Research Fellow by the North American Society for Sport Management in 2005. Areas of Interest: - Social psychological aspects of sport consumption for spectators and participants - Effect of audience characteristics on media use and response as well as how these variables impact other aspects of consumer behavior (e.g., promotion proneness, gambling, alcohol and tobacco use)

Education and Training

Ph.D. The Florida State University, Department of Communication, Tallahassee FL. 1995. Emphasis: Marketing Communication. M.A. The University of South Florida, Department of Mass Communication, Tampa FL. 1991. Emphasis: Public Relations & Organizational Communication. B.S. Moorhead State University, Department of Mass Communication, Moorhead MN. 1985. Emphasis: Broadcast Journalism.


Undergraduate Courses: KNES 483: Sport Marketing and Media Graduate Courses: KNES 635: Foundations of Sport Management KNES 636: Sport and Mass Media KNES 735: Sport Marketing


Articles in Referred Journals : *McDaniel, S. R. (2002). An exploration of audience demographics, personal interests and values: Influences on viewing network coverage of the 1996 Summer Olympic Games. Journal of Sport Management, 16, pp. 117-132. *McDaniel, S. R. (2002). Investigating the roles of gambling interest and impulsive sensation seeking on consumer enjoyment of promotional games. Social Behavior and Personality, 30(1), pp. 53-64. *McDaniel, S. R. , & Chalip, L. (2002). Effects of commercialism and nationalism on enjoyment of an event telecast: Lessons from the Atlanta Olympics. European Sport Management Quarterly, 2(1), pp. 3-22. *McDaniel, S. R. (2003). Reconsidering the relationship between sensation seeking and preferences for viewing televised sports. Journal of Sport Management, 17(1), pp. 14-37. *McDaniel, S. R. , & Zuckerman, M. (2003). Impulsive sensation seeking and interest and participation in gambling activities. Personality and Individual Differences, 35(6), pp. 1385-1400. *Vizcaino, S.A., Mason, D.S., & McDaniel, S. R. (2005). Online auctions of sports trading cards: Does information asymmetry affect final bid prices? International Journal of Sport Management, 6(2), pp. 99-121. *McDaniel, S. R. , Lim, C., & Mahan, J. (2007). The Role of personality in response to ads using violent images to promote consumption of sports entertainment. Journal of Business Research, 60, pp. 606-612. Chapters in Books: *McDaniel, S. R. (2004). Sensation Seeking and Consumption of Televised Sports. Chapter 18 in Shrum, L. J. (Ed.), Blurring the Lines Between Entertainment and Persuasion: The Psychology of Entertainment Media. Mahwah, NJ: Lawrence Erlbaum, pp. 323-335. *McDaniel, S. R., Mason, D., & Kinney, L. (2004). Spectator Sport's Strange Bedfellows: The Commercial Sponsorship of Sporting Events to Promote Alcohol, Tobacco and Lotteries. Chapter 14 in T. Slack (Ed.), Commercialization of Sport. London: London: Routledge, pp. 287-306. *Kinney, L. & *McDaniel, S. R. (2004). American Consumer Attitudes toward Corporate Sponsorship of Sporting Events. Chapter 10 in Kahle, L. & C. Riley (Eds.), Sports Marketing and the Psychology of Marketing Communication. Mahwah, NJ: Lawrence Erlbaum, pp. 211-222. *Mahan, J. E. & *McDaniel, S. R. (2006). The New Online Arena: Sport, Marketing, and Media Converge in Cyberspace. Chapter 25 in Raney, A. & J. Bryant (Eds.), Handbook of Sports and Media. Mahwah, NJ: Lawrence Erlbaum, pp. 409-431.