Sport Consumer Behavior 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 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 Entertainment Self-esteem 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 Organization Interpretation 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