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Psychographics
The study of consumer lifestyles, values, and personality traits.
Personality Traits
Characteristics such as outgoing, shy, intelligent, motivated, and confident that influence brand choices.
Hobbies & Activities
Shared hobbies lead to similar purchasing habits; for example, photographers buy cameras, and gamers buy computers.
Values, Goals & Beliefs
Religious and cultural beliefs impact product choices, affecting spending based on personal priorities such as education or sustainability.
Attitudes Toward Health & Wellness
Influences demand for fitness products, organic foods, and health supplements.
Behavioural Segmentation
Examines how consumers interact with products and brands.
Desired Features
Consumers seek specific features in products, and businesses tailor products based on customer expectations.
Usage Rate
Classifies consumers into heavy, moderate, and light users based on their purchasing frequency.
Heavy Users
Consumers who engage with a product daily and make consistent purchases, such as regular coffee drinkers.
Moderate Users
Consumers who purchase products frequently but not on a daily basis.
Light Users
Consumers who consume products occasionally.
Brand Loyalty
Consumers stick to specific brands due to experience, reputation, or emotional connection, often targeted with rewards.
Purchasing Behaviour
Describes how, where, and when consumers prefer to buy, encompassing online vs. in-store purchases.
Motivation & Influences
Consumer behaviour shaped by psychological, social, and situational factors, impacting their purchase decisions.
Psychological Influences
Factors that shape consumer decisions based on internal thought processes, emotions, and personal needs.
Thorndike’s Law of Effect
Consumers tend to repeat purchases that result in positive outcomes and avoid those leading to negative experiences.
Maslow’s Hierarchy of Needs
A theory that prioritizes human needs into five levels: physiological, safety, love/belonging, esteem, and self-actualization.
Physiological Needs
Basic needs essential for survival, influencing purchases such as food, water, and shelter.
Safety Needs
Needs for security and protection, impacting purchases like health insurance and alarm systems.
Love/Belonging Needs
Social acceptance drives purchases influenced by trends in social media and recommendations from friends.
Esteem Needs
The desire for status and recognition, leading consumers to buy luxury brands and exclusive memberships.
Self-Actualization
The pursuit of personal growth, motivating purchases such as educational courses and gym memberships.
Entertainment Purchases
Buying experiences like movies or concerts to achieve emotional satisfaction.
Athletic Gear Purchases
Purchasing branded sportswear for enhanced performance and self-confidence.
Special Event Purchases
Spending on events like the Olympics or World Cup for prestige and cultural connection.
Social Influences
Factors that shape consumer choices based on external relationships and cultural norms.
Culture & Upbringing
Cultural values shape preferences, influencing dietary habits, fashion, and media consumption.
Family Influence
Parents can significantly affect brand loyalty and purchasing habits of their children.
Peer Influence
Purchase decisions influenced by friends and coworkers to fit in or gain social acceptance.
Social Status & Recognition
Consumers may buy certain products to impress others or reflect social status.
Examples of Social Influence in Purchases
Concert tickets, sports team merchandise, and trendy gadgets influenced by social circles or media.
Situational Influences
Temporary conditions that affect purchasing decisions.
Key Situational Factors
Factors including weather, store environment, time of day, promotions, mood, and scarcity that influence buying behavior.
Weather & Season
Seasonal effects on demand; e.g., winter prompts need for jackets, while summer increases sales of air conditioners.
Store Environment & Location
An organized store with attractive displays can enhance impulse purchases.
Time of Day
Different times create demand for specific items; morning favors breakfast foods, while night may cater to takeout or streaming.
Promotions & Advertising
Sales and ads, such as Black Friday deals, create urgency for consumers to buy.
Mood & Emotions
Consumers may purchase comfort products during stress or spend more when financially secure.
Scarcity & Limited Availability
Perceived scarcity drives purchases; consumers often buy before products run out.
Examples of Situational Influence in Purchases
Includes impulse buying, limited-time offers, and mood-based purchases.
Impulse Buying
Unplanned purchases, often driven by attractive displays or promotions.
Fan Behaviour
The actions of fans influenced by their engagement, loyalty, and motivations within sports and entertainment.
Types of Fan Behaviours
Different actions fans engage in based on their level of attachment, such as buying merchandise or attending events.
Buying Merchandise
Fans purchase products related to their favorite celebrities, teams, or brands.
Attending Events
Fans participate in live events such as concerts, sports games, or meet-and-greets.
Engaging on Social Media
Fans interact by following, commenting on, or sharing content related to their interests.
Watching Games or Performances Regularly
Fans consistently view games, shows, or performances as part of their routine.
Collecting Memorabilia
Fans accumulate items such as autographs, posters, or specialized merchandise.
Participating in Fan Clubs or Online Communities
Fans join groups that share their interests and facilitate interaction with like-minded individuals.
Creating Content
Fans express their passion by producing fan art, writing blogs, or making videos.
Emotional Connection
Fans feel a deep personal attachment to a celebrity, team, or brand, driving their engagement.
Social Identity
Fandom provides individuals with a sense of belonging and identity within a group.
Fandom Culture
Fans participate in unique traditions, chants, or rituals that enhance their experience.
Escapism & Entertainment
Fans turn to media as a form of escape from reality, seeking enjoyment and relaxation.
Status & Prestige
Some fans value exclusivity, such as VIP memberships or limited edition merchandise.
Nostalgia
Fans' attachment is often fueled by positive past experiences and memories associated with their interests.
Frequency Escalator
A model by Bernie Mullen (1978) that defines levels of consumer involvement in sports or entertainment events, aiming to increase fan engagement.
Levels of Fans
Categorization of fans based on their engagement levels in sports or entertainment events: 1) Non-Consumers, 2) Indirect Consumers, 3) Light Users, 4) Medium Users, 5) Heavy Users.
Non-Consumers
Individuals who are unaware or uninterested in a sport or entertainment event.
Indirect Consumers
Fans who engage with sports or entertainment through media but do not attend live events.
Light Users
Fans who are occasional attendees at live events.
Medium Users
Fans who regularly attend live events with moderate engagement.
Heavy Users
Highly loyal fans who consistently engage with a sport or entertainment event, such as season ticket holders.
Criticism of Frequency Escalator
The model focuses primarily on event attendance and neglects digital engagement, such as social media and streaming.
Psychological Continuum Model (PCM)
A comprehensive model of fan development by Funk & James (2001) that describes how fans evolve through four stages based on their psychological connection.
Stages of Fandom
The four stages that fans go through in the Psychological Continuum Model: Awareness, Attraction, Attachment, and Allegiance.
Awareness
The initial stage of fandom where individuals are exposed to a team, artist, or event through friends, media, or advertisements.
Attraction
The stage where fans begin to engage more actively, following an artist, team, or event, such as adding songs to their playlists.
Attachment
A stage characterized by a higher emotional investment in the fandom, including purchasing merchandise and following the entity on social media.
Allegiance
The final stage of fandom that involves deep commitment, such as altering personal schedules for events and participating in
Sport-Indifferent Consumers
Consumers who watch only major sports events, like the Super Bowl, showing minimal engagement.
Star-Struck Spectators
Fans who focus on individual superstars rather than a team's performance, such as followers of Messi instead of FC Barcelona.
Social Viewers
Individuals who engage in sports primarily for social interaction, lacking a strong emotional investment.
Opportunistic Viewers
Consumers who watch sports events only when it’s convenient for them, such as when invited by friends.
New Sports Consumer Model
Recognizes diverse types of fans with varying levels of commitment and engagement with sports.
The New Sports Consumer Model
A framework that identifies modern types of fans who engage differently with sports.
Sport-Indifferent Consumers
Consumers who primarily watch big events, such as the Super Bowl, showing minimal engagement with regular sporting activities.
Star-Struck Spectators
Fans who are attracted to individual superstars rather than a team's overall performance.
Social Viewers
Individuals who engage in sports mainly for social interaction rather than having significant personal investment.
Opportunistic Viewers
Fans who watch sports events when convenient, such as when invited by friends, rather than committing to regular viewership.
Fan Engagement Spectrum
Categorization of fans based on their level of engagement and commitment to sports.
Modern Fan Diversity
Recognition that fans have varied interests and levels of investment in sports, influencing marketing and engagement strategies.
Nav Bhatia
Toronto Raptors superfan recognized for his unwavering support and involvement with the team.
Frequency Escalator - Heavy User
Nav Bhatia is a heavy user as he is a season ticket holder, attending all Raptors games.
Psychological Continuum Model - Allegiance
Bhatia exhibits allegiance, showing lifelong dedication to the Toronto Raptors.
New Sports Consumer Model
Bhatia exemplifies a fully engaged fan, rather than a casual viewer, demonstrating deep commitment to the team.
Fan Typology - Fanatical Fan
Bhatia is classified as a fanatical fan who attends every game and is deeply invested in the Raptors.
Fan Engagement Over Time
The progression of a fan's loyalty and commitment, reflecting changes in their relationship with a team or artist.
Deeper Loyalty in Fans
Some fans experience increased loyalty and engagement, often moving up the Psychological Continuum Model (PCM) or Frequency Escalator.
Reasons for Decreased Engagement
Fans may move down in engagement due to life changes, disappointment, or shifting interests.
Life Changes Impacting Fans
Factors such as increased responsibilities, financial constraints, or time limitations can lead to reduced fan engagement.
