1. Sport Consumer Behavior
chapter 10
Sport Consumer Behavior
B. Christine Green, Carla A. Costa

2. Introduction
Success of your new sport depends on your ability to attract consumers
Consumer behavior defined by Solomon (2002)
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3. 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

4. Understanding the Individual As a Sport Consumer
A closer look at
Participant motivation
Spectator motivation

5. 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
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6. Participant Motivation (continued)
Mastery motivation
Skill development, learning, and personal challenge appeal to mastery-oriented participants

7. 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
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8. 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
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9. 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

10. Participant and Spectator Markets
The degree to which a sport meets a particular need or motive depends on each consumer’s perceptions and experiences

11. 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

12. 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
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13. 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

14. 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
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15. 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

16. Consumer Decision Making in Sport
Decision process
Postdecision process

17. Decision Process Recognize need Seek information Evaluate alternatives
Make decision

18. Postpurchase Evaluation
Cognitive dissonance
Feelings of doubt about the purchase decision
Reducing postpurchase cognitive dissonance
Rationalize
Seek confirmation
Persuade others

19. 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
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20. 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