UNDERSTANDING SPECTATORS AS CONSUMERS CHAPTER 6 UNDERSTANDING SPECTATORS AS CONSUMERS

Understanding Spectators as Consumers Examining the differences Sometimes there is overlap, but usually treated as separate and distinct markets Heavy Participants - More likely to be male, better educated, more minorities, and younger than spectators

Factors Influencing Attendance Fan Motivation Factors Game Attractiveness Factors Economic Factors Competitive Factors Demographic Factors Stadium Factors Value to the Community Sports Involvement Fan Identification

Fan Motivation Factors Self-Esteem Enhancement (BIRGing and CORFing behaviors) Diversion from everyday life Entertainment Value Eustress or Positive Stress Economic Value Aesthetic Value Need for Affiliation Family Ties

Model of Sportscape Factors Behaviors Affective Response Stadium Access Desire to Stay Pleasure Facility Aesthetics Repatronage Scoreboard Quality Perceived Crowding Seating Comfort Layout Accessibility Space Allocation Signage

Understanding Spectators as Consumers: What do fans value? Reasonably priced parking ($8) and tickets ($25) Adequate parking/access Reasonably priced foods Home team with a winning record Close score Home team star regarded as top 10 player Reasonably priced souvenirs Game that ends in less than three hours Wide variety of snack foods

Sport Involvement Perceived interest and personal importance of sports to spectators Two dimensions of sport involvement: Importance of Sport and Affect (feelings) High involvement consumers attend more games, consume more sports through media such as newspapers, Internet, magazines, and are more likely to identify sponsors

Fan Identification Related to sport involvement Defined as the personal commitment and emotional involvement customers have with a sports organization Level of fan identification: Low (social); Medium (focused); High (vested) Why do we want high identification? Higher attendance,decreased price sensitivity, decreased performance-outcome sensitivity