Examining Sports Consumption MKT 3865 Dr. Don Roy

Source: Adapted from Daniel L. Wann, Merrill J. Melnick, Gordon W. Russell, and Dale G. Pease (2001), Sports Fans: The Psychology and Social Impact of Spectators, New York: Routledge. Family Group affiliation Self-esteem Escape Aesthetic Entertainment Sensory stimulation Economic Social Psychological Personal Motives Influencing Sports Consumption

Involvement-Based Sports Fan Segmentation Situation-Based Geography-Based Emotion-Based Self-Concept Based Low Involvement High Involvement

Marketing to Geography-Based Fans 1.Build associations between sports object and community (e.g., supporting causes or charities) 2.Identify companies with significant local presence and pursue as sponsors (e.g., Bridgestone) Bridgestone

Marketing to High Involvement Fans 1.Leverage this group’s behavior in its relationships with sponsors. Devotion to property may transfer to loyalty to sponsors 2.Develop additional revenue streams in ticket sales and merchandising (on-site, with retail partners, and online). (Ex. –MS State)MS State

High Involvement Fans

Marketing to High Involvement Fans

Paths to Sports Fan Identification Participation Socialization Star Power Community Family

Source: Adapted from Daniel L. Wann, Merrill J. Melnick, Gordon W. Russell, and Dale G. Pease (2001), Sports Fans: The Psychology and Social Impact of Spectators, New York: Routledge. Influences on Direct Sports Consumption Perceived options Team or sport identification Personal incentives Marketing incentives

Influences on Option Evaluation Future availability of an option (One time event? Frequently held event?) Financial Requirements of an Option Also: Driving distance/time to event Parking availability Day and time of event Weather Availability of consumption via indirect means (e.g., TV, radio, or online)

Task Incentives/Aesthetic Motives Refer to how aspects of a particular sport appeal to a spectator Examples: – Aggressiveness in football – Speed/skill in tennis – Fighting in hockey – Speed/pace/aggressiveness in auto racing – Strategy in baseball – Speed/pace in basketball

Marketing Incentives Tactics that provide additional motivation for attending an event. Includes:  Promotions  Pleasing physical environment (“sportscape”)  Stimulating sensory experience (video replay, music, intermission entertainment)  Quality and variety of concessions Quality and variety of concessions