Download continued - Human Kinetics

chapter
10
Sport Consumer Behavior
B. Christine Green, Carla A. Costa
Introduction
• Success of your new sport depends on your
ability to attract consumers
• Consumer behavior defined by Solomon
(2002)
(continued)
Introduction (continued)
• You need to know
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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
Understanding the Individual
As a Sport Consumer
A closer look at
• Participant motivation
• Spectator motivation
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)
Participant Motivation (continued)
• Mastery motivation
Skill development, learning, and personal challenge
appeal to mastery-oriented participants
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)
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)
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
Participant and Spectator Markets
The degree to which a sport meets a
particular need or motive depends on each
consumer’s perceptions and experiences
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
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)
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
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)
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
Consumer Decision Making in Sport
• Decision process
• Postdecision process
Decision Process
• Recognize need
• Seek information
• Evaluate alternatives
• Make decision
Postpurchase Evaluation
• Cognitive dissonance
Feelings of doubt about the purchase decision
• Reducing postpurchase cognitive dissonance
– Rationalize
– Seek confirmation
– Persuade others
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)
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