Fans and Identification Flashcards
Who are the primary consumers of the hockey product?
FANS
FANS attend games, watch on TV, buy merchandise, and follow online through media.
What does BIRGing stand for in sports consumption?
Basking In Reflected Glory
BIRGing refers to the identification with a team, league, or player, particularly in successful moments.
What are the unique characteristics of fans?
- Strong emotional attachment
- Loyalty behaviors
- Informal membership behaviors
- Co-production
Co-production includes rituals fans commit to for team success.
Where does the word fan come from?
‘fanatics’ = fanaticus - devotee
Define involvement in the context of sports consumption.
State of motivation and arousal toward an activity or product
Includes situational involvement (temporary) and enduring involvement (ongoing).
What are informal membership behaviours?
ie. becoming friends with someone or being kind to them because they are also wearing oilers merch.
What is co-production?
ie. certain rituals that fans commit to on game day, believing that they will help contribute to the success of the team - co producing value.
What is loyalty in sports consumption?
A function of favorable attitudes and behavioral repetition over time
First seen as repeat purchase patterns.
What distinguishes commitment from loyalty?
Long-term relationship view with the consumption object
Commitment involves willingness to stay through difficult times.
What drives motivation in sports consumers?
Subconscious and conscious needs fulfilled by consumption experience
Motivation is the driving force that impels individuals to action.
Not observed directly, but INFERRED from behaviour.
What is the significance of group affiliation in sports?
Seeking a sense of belongingness and positive distinctiveness from other social groups
Most sport spectating is a social activity.
How does self-identity relate to sports fandom?
Connection between self, role, and society
Family and peers impact identity, including being a sports fan.
What is eustress in the context of sports consumption?
Enjoyable stress that enhances consumption experience
Example includes the excitement of a close game.
What is the main purpose of information acquisition for fans?
To gain knowledge about the sport
ie. Watching games to improve fantasy team performance.
What is a temporary fan?
A fan not part of self-identification. Time constrained
Engages in BIRGing and CORFing.
Define a local fan.
Identifies with geographic area but devotion leaves with displacement
Local fans have a connection to their community.
What characterizes a devoted fan?
Increased attachment where ‘fan’ is a closer part of self
Not the most critical part of self-definition.
What defines a fanatical fan?
Being a fan is an important part of self-identification
Engages in behaviors beyond normal devoted fans.
What is a dysfunctional fan?
Being a fan is the primary method of self-identification
May engage in violent or disruptive behavior.
What is tribal consumption?
Impulse to join others and express ‘we-ness’ through consumption. Some resistance to sponsors if they are not viewed as strongly associated with team
Involves brand communities based on social relationships.
What are fantasy sports?
Games where players draft athletes and track statistics. Originally started in baseball in the 1980s.
First called Rotisserie League Baseball (named after the restaurant where they met)
What are the psychological influences of fantasy sports?
- Escape from daily life
- Achievement through competition
Fantasy sports provide socialization and community.
What are social influences of fantasy sports?
- Community
- Socialization process
What are market influences on fantasy sports?
- Product - tracking players, stats… etc
- Place - where do you engage in fantasy sports? online vs. in person with peers
- Promotion - how are you being pulled into engaging with fantasy sports?
What are novelty effects in sports attendance?
Increase in attendance for new venues followed by ‘honeymoon effect’
Attendance may increase by 15-20% for the first five years.
Do new arenas typically increase seating capacity?
No. Limiting capacity to sell out more games means that tickets are more scarce and therefore in higher demand
What is the uncertainty of outcome in sports consumption?
Prospect theory where consumers value expected losses differently than expected gains
This affects consumer behavior and attendance.
What factors influence game attendance for hockey fans?
- Expectation of home team winning
- Preference for higher scoring games
- Desire for fights
Not as impacted by ticket price increases compared to other sports.
What are some aspects of the game experience for fans?
- Food service
- Tailgating
- Rituals
Includes comfort of seating and quality of food.
