chapter 4 Perspectives in Sport Consumer Behavior

Dreamy Fields Read top of page 68 in text “Why” do people go to such extremes for such experiences? “Why” do people consume sports in similar ways?

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

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.” Assimilate – “To take in, and understand fully”

Why do people use sports to become Socialized? “Environmental and Individual factors influence how and to what extent people become involved with or committed to a sport.” Questions: What is your favorite sport? How were you introduced to it? Was it popular where you grew up? Did any adults push you into playing it?

“Involvement” – Socializing through sports demands it in some form 1.Behavioral involvement: The hands ‑ on “doing” (playing, practice, competition) 2.Cognitive involvement: The acquisition of information and knowledge about a sport (sports trivia, knowing stats, conversation) 2.Affective involvement: The attitudes, feelings, and emotions that a consumer has about an activity – pep rallies, motivational commercials, etc…

Commitment Refers to…”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” Read Text page 69

Sport Fans most committed Golf Tennis Football Hockey Baseball Basketball Olympics

Environmental Factors –p 71 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

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

Sport Opportunity Structure

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

Learning Learn → Feel → Do Feel → Do → Learn Do → Feel and learn

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)

Perception (continued)

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

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)

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

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).