Sport Consumer Behavior 🐛

consumer behavior

The process by which individuals
make decisions to engage with,
purchase, or support sport-related
goods, services, or experiences to
satisfy needs and desires

socialization

How friends, family, significant others, or the environment get you involved

involvement

Behavioral (doing) Cognitive (learning) & Affective (feeling)

commitment

Frequency, duration, and intensity of involvement

low identification

fans who attend sporting events for social interaction or to be entertained

medium identification

fans who identify with a team because they are having a good year, or because of a certain player.

high identification

fans who are committed long term to the sport, team, and player.

BIRG (Bask in reflected glory)

the tendency of fans to associate themselves with a successful sports team to enhance their self-esteem and social identity.

CORF (Cut off reflected
failure)

the tendency of fans to psychologically distance themselves from a team after failure in order to protect their self-esteem.

1. Problem recognition

This is when a fan realizes a need or desire;
What problem are they solving?

• How are consumers
exposed to my product?

• How and why do they
become involved?

• Why are they committed to
my product?

What kind of factor does a marketing team have to consider regarding sport spectators and participants ?

decision making process

sports-marketing–focused explanation of the consumer deciding whether to attend a game as the example.

2. Information search

The fan looks for ways to solve that need; Where do they go for information? How are they
influenced?

3. Evaluation of alternatives

The fan compares options; What criteria do they use to make decisions?

4. Purchase decision

The fan decides whether to attend; What influences their decision to purchase/participate?

5. Post-purchase evaluation

After the game, the fan reflects on the experience; What are the possible outcomes