chapter 10

1. chapter10 Sport Consumer Behavior B. Christine Green, Carla A. Costa

2. Introduction • Success of your new sport depends on your ability to attract consumers • Consumer behavior defined by Solomon (2002) (continued)

3. Introduction (continued) • You need to know • What consumers want • What consumers need • What consumers think • What consumers feel • What consumers know • What is important to consumers • Why consumers make the choices that they do

4. Understanding the Individual As a Sport Consumer A closer look at • Participant motivation • Spectator motivation

5. Participant Motivation • Achievement motivation Need to compete, to win, and to be the best • Social motivation Advertisers, for example, use images of athletes enjoying themselves during and after competitions (continued)

6. Participant Motivation (continued) • Mastery motivation Skill development, learning, and personal challenge appeal to mastery-oriented participants

7. Spectator Motivation • Diversion Watching sport is a way to escape from everyday life • Entertainment People desire drama and excitement • Self-esteem • Basking in reflected glory • Cutting off reflected glory (continued)

8. Spectator Motivation (continued) • Eustress Fans seek excitement and stimulation • Economic gain People participate in sports gambling or fantasy and rotisserie leagues • Aesthetic value Fans are fascinated by the pure beauty of well-executed skills (continued)

9. Spectator Motivation (continued) • Affiliation People like to be part of something, to feel that they belong • Family ties Some people attend sporting events to spend time with their families

10. Participant and Spectator Markets The degree to which a sport meets a particular need or motive depends on each consumer’s perceptions and experiences

11. Consumer Perceptions • Selection Aware of stimuli that meet needs and interest • Organization Sport teams associate themselves with particular images • Interpretation • Experiences help form particular expectations • Halo effect

12. Consumer Attitudes • Consumer involvement and identification Combination of one’s interest in a sport product and the degree to which it is important to one’s life • Consumer loyalty High level of emotional and psychological investment (continued)

13. Consumer Attitudes (continued) • Group influences on the sport consumer • Direct reference groups require face-to-face interaction, such as family and friends, culture, and social class • Indirect reference groups do not require direct contact

14. Situational Influences on the Sport Consumer • Physical surroundings Geographic location, decor, sound, smells, lighting, weather, crowding • Social surroundings Presence of people who could have an influence on the decision (continued)

15. Situational Influences on the Sport Consumer (continued) • Task requirements The intent or requirement of the purchase • Temporal perspective Time pressures, time of day, season of the year • Antecedent states • Momentary moods; anxiety, excitement, hunger • Momentary conditions; cash on hand, fatigue, illness

16. Consumer Decision Making in Sport • Decision process • Postdecision process

17. Decision Process • Recognize need • Seek information • Evaluate alternatives • Make decision

18. Postpurchase Evaluation • Cognitive dissonance Feelings of doubt about the purchase decision • Reducing postpurchase cognitive dissonance • Rationalize • Seek confirmation • Persuade others

19. Challenges Facing Sport Marketers • Meaning and emotion of sport consumption • How emotional attachments are created • What influences those attachments • How they vary • Globalization of sport • Multitude of consumer groups in world • Need to understand similarities and differences (continued)

20. Challenges Facing Sport Marketers (continued) • Virtual consumption The Internet and wireless technology have made it easier for fans to stay involved with their teams • Compulsive consumption • Sports betting • Fantasy leagues