This study explores how alternating between video game and television experiences influences consumer emotions and subsequent decision-making. Findings indicate that playing a video game after watching a video clip enhances positive emotions (H1 supported) and affects post-experiment betting scores based on pre-experiment gambling bets (H2 supported). Winning teams in video games and elevated positive emotions also positively influence post-experiment betting scores (H3 and H4 partially supported). The interaction effect shows that the sequence of media consumption (TV to video game) increases betting scores (H5 supported). The study contributes to understanding how appraisal tendency theory and mood management theory explain the impact of media consumption order on sports gambling decisions. Video games, as interactive stimuli, elevate consumer moods and influence betting behavior more than passive viewing. Practically, integrating video game and video clip data aids comprehensive audience measurement and targeted advertising strategies, advancing algorithmic forecasting in enhancing consumer engagement and decision-making. Key Words: Mood management, Appraisal tendency theory, sports, gambling, video games INTRODUCTION The NFL is one of the most powerful media and entertainment brands in the marketplace, routinely curating legions of television and online video viewers for every annual season. In 2019, it averaged about 16.5 million viewers per game, roughly 33% above the 12.43 million viewing average for the top six non-sports programs (Porter, 2021). Additionally, over the last thirty years, the Madden NFL video game franchise has introduced generations to simulated immersive engagement. The legalization of sports gambling (Cason et al. 2020) has expanded how consumers can further engage with the NFL. NFL executives have discussed using mobile cell phones to aid sports fans in stadiums to make live bets throughout the course of a game (Martins, 2020). Audiences can watch the NFL and NFL game day content on the Xbox One, including up to date news and highlights from select NFL teams (Tuttle, 2016). Given these diverse modes of engagement, consumers often switch across a multitude of different activities. This frequent medium switching can significantly impact their moods and, subsequently, how they execute various tasks, including sports gambling. The phenomenon of media multitasking, where consumers engage with multiple forms of media simultaneously, complicates how they regulate their moods and make subsequent decisions (Deloitte, 2018). Younger consumers, in particular, are more inclined to switch between media than older consumers (Beuckels et al. 2021). The increasingly diverse modes of engagement with the NFL, spanning from live game viewing and video game simulations to real-time betting, have led to a phenomenon of frequent media switching among consumers. This constant toggling between different platforms and activities can significantly impact their emotional states, subsequently influencing their decision-making processes, including those related to sports gambling. While previous research has examined task switching in general contexts (Yeykelis, Cummings, & Reeves, 2014) and the impact of media multitasking on advertising (Garaus, Wagner, & Back, 2017), the specific application of appraisal tendency theory to understand how these rapid emotional shifts induced by media switching affect sports gambling behaviors remains largely unexplored. Moreover, social media use while viewing television, a phenomenon that has grown in the last decade, has reconfigured the commodification of audiences, and has also created different markets to understand how consumers multi-task, and how to measure audience engagement (Kosterich & Napoli, 2016). Uniquely, social media may be used to track propensity to make season ticket purchases (Popp et al. 2023) among other sports consumption activities (Du et al. 2023). Recent studies have implicated the legalization of sports gambling as potentially increasing fandom and engagement among fans, and can further elevate communication across stakeholders involved in a sports event (Stadder & Naraine, 2020). There is a gap in understanding, however, how consumer judgments and decisions are informed by emotions (Han, Lerner, & Keltner, 2007). Understanding this dynamic is critical for comprehending the evolution of fandom and identifying how sports teams can further engage fans. As consumers navigate between watching games, participating in video game simulations, and placing live bets, their engagement strategies and emotional states may significantly influence their decisions and loyalty. By examining these interactions, sports organizations can develop more effective methods to maintain and enhance fan engagement in an increasingly digital and interconnected world. The implications of this study are broad and vast for academics along with sports and entertainment managers. The complex nature of media switching in sports consumption furthers our understanding of how affective disposition theory may be applied toward the multi-platform and multi-activity nature of modern sports engagement. It could lead to the development of a more nuanced understanding of how affective dispositions are formed and how they influence decision-making in this context. Microsoft (parent brand of Xbox console series) and the NFL have an agreement in which the NFL can provide fantasy football scores and updates on Xbox One consoles and allow fans to stream certain NFL games from their Xbox One consoles (Chansanchai, 2016). Additionally, Microsoft is able to trace not only what consumers play on Xbox One consoles, but also what TV or SVOD viewing apps fans engage to view content. Together, disparate information on video game play and video viewing can be combined to further identify trends in cross-platform sports consumption behavior and inferred consumer emotional states, which can help illuminate how consumer judgement surrounding sports gambling may be impacted. [ABSTRACT FROM AUTHOR]