With recent legalization in the United States, sports betting has become a large industry impacting sport consumers and the sport industry, as a whole. This two-study dissertation examines sport betting consumer behavior. Study 1 is a systematic quantitative literature review which assesses the current state of sport betting consumer behavior literature. This review on 39 sports betting consumption studies found no consistent application of any theory, a bias toward quantitative research designs, and inconsistent scale usage to measure common sport betting related constructs. Future work should aim to publish more consistently in sport management or gambling studies journals, be more consistent in usage of scales to measure key constructs like sport betting behavior and diversify research design approaches. Study 2 examines the sport betting consumer evaluations and responses to the in-person sportsbook consumption process. In-person sportsbooks offer a unique sport consumer experience that differs from in-stadium attendance and at-home viewing of sporting events. Based in Mehrabian and Russell’s Stimulus-Organism framework, a model for sportsbook consumption behavior was developed, proposing environmental factors (environment quality and ease of use) influence emotional response (pleasure, arousal, dominance), which in turn affect (intention to return and sportsbook consumption), controlling for recent sport betting outcomes and problem gambling severity. The model is tested through a 57-item survey design of 500 participants, who are aged 21 years or older and bet in person at a U.S. sportsbook in the last year. After a CFA, a SEM Path analysis found that the proposed Model of Sportsbook Consumer Behavior showed acceptable model fit statistics. Additionally, the model showed significant 10 significant pathways and supported the application of Mehrabian and Russell’s Stimulus Organism Framework in the sport betting context. Both manuscripts provide a foundation with which future sport betting consumer behavior researchers can extend.