Sport Marketing ch. 3 - Sport Consumers

Sports Fans

Interested in and follow a team/athlete; long-term "abiding interest in sport."

fans= enduring connection

Sport spectator

Actively watch events in person or via media

-Direct consumption: attending games.

-Indirect consumption: watching on TV, streaming, social media.

*spectators= situational consumption*

What is socialization in sport consumption?

The process of learning roles, attitudes, and values through environment and interactions (e.g., moving to a new town and adopting the local team)

What are the 3 core areas of sport fan behavior?

Involvement, Motivation, Commitment

What are the three types of involvement in sport consumption?

1. Cognitive (knowledge – learning about the sport/team).

2. Affective (emotions, attitudes, feelings – tailgates, pep rallies, BIRGing/CORFing).

3. Behavioral (actions – watching, attending, buying).

Is playing a sport involvement or commitment?

Playing a sport = behavioral involvement, not commitment

What does commitment in sport consumption mean?

Frequency, duration, and intensity of involvement; willingness to spend time, money, energy

What is the frequency elevator in fan commitment?

A model showing that fans consciously increase or decrease their commitment over time

What external factors influence sport consumers commitment & involvement?

-Controllable: Marketing mix (Product, Price, Place, Promotion, PR).

-Uncontrollable: Economic factors (macro/micro economy, business cycle), technology (streaming, VR, AI), demographics, politics, culture.

What internal factors influence sport consumers commitment & involvement?

-Beliefs & attitudes (psychographics).

-Knowledge of sport/team/athlete.

-Motives: achievement (BIRG & CORF), craft of the sport, health & fitness, fun, affiliation, eustress, escape.

Perceptions & lifestyle.

What are psychological motives to consume sport?

Stimulation, escape, aesthetic pleasure, drama/entertainment

What are socio-cultural motives to consume sport?

Family/social interaction, cultural connections, economic benefit (e.g., gambling)

What are self-concept motives to consume sport?

Belonging & group affiliation, tribal connections, vicarious achievement

What are the steps of the sport consumer decision-making process?

1. Need recognition.

2. Information search.

3. Evaluation of alternatives.

4. Purchase decision.

5. Post-purchase evaluation (satisfaction, dissatisfaction, or reevaluation).

What happens if a fan is satisfied after purchase?

Satisfaction → repeat purchase and loyalty

What factors influence consumer purchase decisions?

Product, brand, source, amount, and method of payment

What environmental factors shape sport consumption?

Stadium atmosphere, chants, rituals, team traditions, colors, songs

What individual factors shape sport consumption?

Sense of belonging, emotional escape, passion, identity