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chapter 4

chapter 4. Perspectives in Sport Consumer Behavior. Objectives. To recognize the differences among socialization, involvement, and commitment for sport consumers To understand the various individual and environmental factors that shape consumer involvement and commitment in sport

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chapter 4

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  1. chapter4 Perspectives in Sport Consumer Behavior

  2. Objectives • To recognize the differences among socialization, involvement, and commitment for sport consumers • To understand the various individual and environmental factors that shape consumer involvement and commitment in sport • To understand the decision process for sport consumers

  3. Socialization The process by which individuals assimilate and develop the skills, knowledge, attitudes, and other "equipment" necessary to perform various social roles. This involves two‑way interaction between the individual and the environment.

  4. Involvement • Behavioral involvement: The hands‑on “doing” • Cognitive involvement: The acquisition of information and knowledge about a sport • Affective involvement: The attitudes, feelings, and emotions that a consumer has about an activity

  5. Commitment The frequency, duration, and intensity of involvement in a sport, or the willingness to expend money, time, and energy in a pattern of sport involvement

  6. Environmental Factors • Significant others (family, peers, and coaches) • Social and cultural norms • Social class structure • Race • Gender and sexuality • Climatic and geographic conditions • Technology • Market behavior of firms in the sport industry • Sport opportunity structure

  7. Climate and Geography Courtesy of John F. Rooney, Jr.

  8. Sport Opportunity Structure

  9. Individual Factors • Self-concept • Stage in the life or family cycle • Physical characteristics • Learning • Perception • Motivations • Attitudes • Complex process of consumer decision making

  10. Learning • Learn → Feel → Do • Feel → Do → Learn • Do → Feel and learn

  11. Perception • The process by which a person scans, gathers, assesses, and interprets information in the environment • Depends on the characteristics of the person, situation, or thing perceived (stimulus factors) and the characteristics of the perceiver (individual factors) (continued)

  12. Perception (continued)

  13. Motivations • Achievement and self-esteem • Craft • Health and fitness • Fun and festival • Eros • Affiliation or community • Eustress, risk, and gambling • Entertainment and escape

  14. Attitudes “A person's enduring favorable or unfavorable cognitive evaluations, emotional feelings, and action tendencies toward some object or idea” (see endnote 40 in book)

  15. Decision-Making Process • Need recognition • Awareness or information search • Evaluation of choices: Product family, class, line, type, and brand • Purchase decision • Experience • Evaluation • Postevaluation behavior • Satisfaction = Repetition • Dissatisfaction = Drop out

  16. Evaluation of Choices • Product family: Within the health and fitness industry are nutrition products and exercise products. • Product class: Within the exercise family are classes of products such as sports, calisthenics, jogging, and walking. • Product line: Within the sport class are lines of products such as golf, racket sports, and softball. • Product type: Within the racket sports line are product types such as tennis, squash, and racquetball. • Product brand: Within the product type of tennis are certain brands of rackets and balls and certain "brands" of facilities and experiences (e.g., the Eagle Tennis Club vs. the Town Courts).

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