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CHAPTER 5

CHAPTER 5. UNDERSTANDING PARTICIPANTS AS CONSUMERS. Adult Sport Participant Market: General Observations. Majority of American adults do not participate in many of the most common sports Numbers conflicting; Surgeon General’s Report (only 15% of adults say that they exercise regularly) Why?.

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CHAPTER 5

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  1. CHAPTER 5 UNDERSTANDING PARTICIPANTS AS CONSUMERS

  2. Adult Sport Participant Market:General Observations • Majority of American adults do not participate in many of the most common sports • Numbers conflicting; Surgeon General’s Report (only 15% of adults say that they exercise regularly) • Why?

  3. Most Popular Sports

  4. Participant Consumption Behavior Actions performed when searching for, participating in, and evaluating the sports activities that consumers feel will satisfy their needs and desires.

  5. Model of Participant Consumption Behavior

  6. Decision-Making Process • Problem Recognition • Information Search • Alternative Evaluation • Participate • Post-Participation Evaluation

  7. Psychological Factors • Personality • Perception • Attitudes • Motivation • Learning

  8. Maslow’s Hierarchy of Needs

  9. Model of Attitude Formation

  10. Why Do We Participate? • Personal Improvement - Better health, sense of accomplishment, develop positive values, etc. • Sport Appreciation - Enjoy the game and competition • Social Facilitation - Spend time with others, feel like part of a group

  11. Sociological Factors • Culture • Reference Groups • Family • Social Class

  12. Model of Consumer Socialization

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