Fans and Consumer behaviour

Question 1

spectators

Answer 1

attend events

Question 2

viewers

Answer 2

watch through other forms of media

Question 3

readers

Answer 3

follow sports news online or newspaper

Question 4

competitors

Answer 4

those who engage in competitive sport

Question 5

fitness participants

Answer 5

engage in activities for fitness reasons

Question 6

natural participants

Answer 6

nature-related activities

Question 7

social identity

Answer 7

defining oneself or membership by affiliation to various social groups

Question 8

social identity

Answer 8

people motivated to maintain a positive self through seeking association with successful others to enhance their esteem

Question 9

team identification and sponsorships

Answer 9

fan supporting a team’s sponsorship because they view it as constant with goals and values of the team

Question 10

determinants of demand

Answer 10

1. consumer preferences – habit, loyalty, etc., not directly observable
2. income
3. price of the good

Question 11

consideration associated with fans

Answer 11

1. facility comforts, venue and parking access influence attendance more than ticket prices
2. team allegiance related to personal civic identity and team’s importance to civic identity,
   - if team allegiance is not geographically based, identity associated w/ logo and colors; it will be easier for fans to deal with loss of local team if keeps name and colours after it relocates

Question 12

elements of consumer-theory of attendance

Answer 12

1. Consumer preferences – habit, loyalty
2. Economic determinants – price, parking, travel time to event, income
3. Quality of viewing – seating comforts, convenience,
4. Contest characteristics – close game, significance of contest, etc.
5. Supply capacity – what the infrastructure can accommodate.

Question 13

fanship dimension

Answer 13

interested in watching competition and picking sides to cheer for

Question 14

learning dimension

Answer 14

acquisition of information about players, teams, etc.

Question 15

release dimension

Answer 15

individuals who don’t like to watch movies about serious topics result in let off steam, get away

Question 16

companionship dimension

Answer 16

enjoys spending time together with family or friends

Question 17

filler dimensions

Answer 17

nothing to do, killing time

Question 18

team player loyalty

Answer 18

maybe player from hometown, will follow player through team changes

Question 19

league loyalty

Answer 19

fan of a major sport team

Question 20

5 elements of motivation scheme

Answer 20

1. temporary
2. local
3. devoted
4. fanatical
5. dysfunctional

Question 21

temporary motivation

Answer 21

bandwagon jumper

Question 22

local motivation

Answer 22

1. identifies with geographic area – will tend to cheer for all local teams
2. devotion leaves with displacement – will stop cheering for if the team moves

Question 23

devoted motivation

Answer 23

1. increased degree of attachment

2. “fan” a closer part of sense of self

Question 24

fanatical motivation

Answer 24

1. being a fan an important part of self-identification
2. has other means of self-identification that are more important, such as religion, family, etc.
3. engages in behaviour beyond normal devoted fan
4. behaviour accepted by significant others

Question 25

dysfunctional motivation

Answer 25

1. being a fan primary method of self-identification

2. may engage in violent and disruptive behaviour

Question 26

allegiance issues

Answer 26

1. social identity and group norms
2. purchase intentions
3. brand communities

Question 27

product issues

Answer 27

brand loyalty –some people will stick to a brand, or refuse to use a competing product

Question 28

gender difference issues

Answer 28

1. men prefer combative sports
2. women as likely to self-identify as sports fans, but not as important a part of self-identity
3. men spend more time discussing sports