Fans and Consumer Behaviour Flashcards
3 communication communities:
- spectators
- viewers
- readers
Spectators:
attend events
Viewers:
watch through other forms of media
Readers:
follow sports news online or via newspapers
3 consumption communities:
- competitors
- fitness participants
- nature participants
We define ourselves by our ____ and _____ to various social groups.
- memberships
- affiliations
A person’s self concept is comprised of many _____.
self-identities
_____ or _____ identification represents one type of self-identity.
- team
- sport
People are motivated to maintain a _____ social identity, and seek association with _____ others to enhance their ____ in the eyes of others.
- positive
- successful
- esteem
Highly identified fans are more likely to attribute wins to ____ and ____ and losses to ____ _____ or _____
- players
- fans
- poor refereeing
- fate
Fans support a team’s sponsors because ….
they view it as consistent with goals and values of the team
Determinants of demand:
- consumer preferences
- income
- price of the good (ticket prices set by team management. If price increases: income effect, substitution effect)
- price of other goods
____ _____, ____ and _____ _____ influence attendance more than ticket prices.
- facility comforts
- venue
- parking access
Team allegiance related to personal ___ ____ and team’s importance to ____ ____.
civic identity
If team allegiance is not geographically based, identity associated with ____ and ____.
- logo
- colours
Consumer-theory model of attendance determinants:
- consumer preferences
- economic determinants
- quality of viewing
- contest characteristics
- supply capacity
Motives for watching sports on TV:
- fanship dimension
- learning dimension
- release dimension
- companionship dimension
- filler dimension
Can have loyalty to:
- player
- team
- league
- sports
5 levels to motivation classification sceme:
- temporary
- local
- devoted
- fanatical
- dysfunctional
Temporary:
- fan not part of self-identification
- time constrained
- BIRGing motivation
- CORFing
Local:
- identifies with geographic area
- devotion leaves with displacement
Devoted:
- increased degree of attachment
- fan a closer part of sense of self
- not most critical or central part of self-definition
Fanatical:
- being a fan an important part of self-identification
- has other means of self-identification that are more important
- engages in behaviour beyond normal devoted fan
- behaviour accepted by significant others
Dysfunctional:
- being a fan primary method of self-identification
- may engage in violent or disruptive behaviour
- identification interferes with normal life
