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The 2020 NBA Finals, held in the midst of unprecedented global challenges, highlighted the significance of mental resilience. Players faced unique circumstances, including the "bubble" environment and the absence of live audiences. These factors added layers of pressure, calling for a deeper understanding of sports psychology to maintain peak performance. As the teams vying for the championship battled it out, a similar psychological journey unfolded within the minds of fans and consumers. The excitement of the finals created an emotional connection, triggering a psychological phenomenon known as emotional contagion. This phenomenon extends beyond the sports arena, impacting various aspects of life ???C including shopping behavior. During the finals, fans experienced heightened emotions, from euphoria to anxiety, based on the outcomes of each game. Researchers have found that these emotional states can influence decision-making processes. 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