Fans and Consumer behaviour Flashcards
spectators
attend events
viewers
watch through other forms of media
readers
follow sports news online or newspaper
competitors
those who engage in competitive sport
fitness participants
engage in activities for fitness reasons
natural participants
nature-related activities
social identity
defining oneself or membership by affiliation to various social groups
social identity
people motivated to maintain a positive self through seeking association with successful others to enhance their esteem
team identification and sponsorships
fan supporting a team’s sponsorship because they view it as constant with goals and values of the team
determinants of demand
- consumer preferences – habit, loyalty, etc., not directly observable
- income
- price of the good
consideration associated with fans
- facility comforts, venue and parking access influence attendance more than ticket prices
- 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
elements of consumer-theory of attendance
- Consumer preferences – habit, loyalty
- Economic determinants – price, parking, travel time to event, income
- Quality of viewing – seating comforts, convenience,
- Contest characteristics – close game, significance of contest, etc.
- Supply capacity – what the infrastructure can accommodate.
fanship dimension
interested in watching competition and picking sides to cheer for
learning dimension
acquisition of information about players, teams, etc.
release dimension
individuals who don’t like to watch movies about serious topics result in let off steam, get away
companionship dimension
enjoys spending time together with family or friends
filler dimensions
nothing to do, killing time
team player loyalty
maybe player from hometown, will follow player through team changes
league loyalty
fan of a major sport team
5 elements of motivation scheme
- temporary
- local
- devoted
- fanatical
- dysfunctional
temporary motivation
bandwagon jumper
local motivation
- identifies with geographic area – will tend to cheer for all local teams
- devotion leaves with displacement – will stop cheering for if the team moves
devoted motivation
- increased degree of attachment
2. “fan” a closer part of sense of self
fanatical motivation
- being a fan an important part of self-identification
- has other means of self-identification that are more important, such as religion, family, etc.
- engages in behaviour beyond normal devoted fan
- behaviour accepted by significant others
dysfunctional motivation
- being a fan primary method of self-identification
2. may engage in violent and disruptive behaviour
allegiance issues
- social identity and group norms
- purchase intentions
- brand communities
product issues
brand loyalty –some people will stick to a brand, or refuse to use a competing product
gender difference issues
- men prefer combative sports
- women as likely to self-identify as sports fans, but not as important a part of self-identity
- men spend more time discussing sports
