Transcript chapter - Human Kinetics

chapter
4
Perspectives in
Sport Consumer
Behavior
Objectives
• To recognize the differences among
socialization, involvement, and commitment
for sport consumers
• To understand the various individual and
environmental factors that shape consumer
involvement and commitment in sport
• To understand the decision process for
sport consumers
Socialization
The process by which individuals assimilate
and develop the skills, knowledge, attitudes,
and other "equipment" necessary to perform
various social roles. This involves two-way
interaction between the individual and the
environment.
Involvement
• Behavioral involvement: The hands-on
“doing”
• Cognitive involvement: The acquisition of
information and knowledge about a sport
• Affective involvement: The attitudes,
feelings, and emotions that a consumer has
about an activity
Commitment
The frequency, duration, and intensity of
involvement in a sport, or the willingness to
expend money, time, and energy in a pattern
of sport involvement
Environmental Factors
•
•
•
•
•
•
•
•
•
Significant others (family, peers, and coaches)
Social and cultural norms
Social class structure
Race
Gender and sexuality
Climatic and geographic conditions
Technology
Market behavior of firms in the sport industry
Sport opportunity structure
Climate and Geography
Courtesy of John F. Rooney, Jr.
Sport Opportunity Structure
Individual Factors
•
•
•
•
•
•
•
•
Self-concept
Stage in the life or family cycle
Physical characteristics
Learning
Perception
Motivations
Attitudes
Complex process of consumer decision
making
Learning
• Learn → Feel → Do
• Feel → Do → Learn
• Do → Feel and learn
Perception
• The process by which a person scans,
gathers, assesses, and interprets
information in the environment
• Depends on the characteristics of the
person, situation, or thing perceived
(stimulus factors) and the characteristics of
the perceiver (individual factors)
(continued)
Perception (continued)
Motivations
•
•
•
•
•
•
•
•
Achievement and self-esteem
Craft
Health and fitness
Fun and festival
Eros
Affiliation or community
Eustress, risk, and gambling
Entertainment and escape
Attitudes
“A person's enduring favorable or
unfavorable cognitive evaluations, emotional
feelings, and action tendencies toward some
object or idea” (see endnote 40 in book)
Decision-Making Process
• Need recognition
• Awareness or information search
• Evaluation of choices: Product family, class, line,
type, and brand
• Purchase decision
• Experience
• Evaluation
• Postevaluation behavior
– Satisfaction = Repetition
– Dissatisfaction = Drop out
Evaluation of Choices
• Product family: Within the health and fitness industry
are nutrition products and exercise products.
• Product class: Within the exercise family are classes of
products such as sports, calisthenics, jogging, and
walking.
• Product line: Within the sport class are lines of
products such as golf, racket sports, and softball.
• Product type: Within the racket sports line are product
types such as tennis, squash, and racquetball.
• Product brand: Within the product type of tennis are
certain brands of rackets and balls and certain "brands"
of facilities and experiences (e.g., the Eagle Tennis Club
vs. the Town Courts).