Chapter 9 Consumer Behavior

Chapter Objectives 1.Describe the concepts of socialization, involvement, and commitment 2.Define motivation and apply it to sport participation and spectating 3.Explain the different motivation factors 4.Outline the decision-making process in the purchasing decision by sport participants and spectators

Consumption Factors: Socialization Socialization is defined as "the process whereby individuals learn skills, traits, values, attitudes, norms, and knowledge associated with the performance of present or anticipated social roles" (McPherson & Brown, 1988, p.267). How an individual is introduced to sport can influence his/her future involvement in and commitment to sport and sport events.

Consumption Factors: Involvement Consumer involvement is a blend of the individual’s interest in sport and the degree of importance sport has in his or her life. Typically, individuals can be involved in sport in one of three ways: – Cognitively – Emotionally – Behaviorally

Consumption Factors: Commitment The more an individual becomes involved in sport, the more committed they grow, thereby increasing the frequency, duration, and intensity of their attachment. The more highly identified the person (as a participant or fan), the more central that identity becomes to the individual.

Motivating Factors: Organizational How the organizational factors are perceived by the attendee, such as how well the organization is prepared to stage the event, can influence participation choices. The organizational components of the facility and/or the infrastructure and inter-structure of the event can also impact perception.

Motivating Factors: Environmental/Destination The attractiveness of a destination or the environment in which an event is hosted may impact individuals’ motivations to attend or participate in an event. Accommodation and entertainment quality, perceived value, friendly community, and the physical environment can affect the motivation levels to participate in a sport event. The topography of the location or the challenge created by the destination may also provide a source of motivation.

Motivating Factors: Social/Group Social identities provide individuals with a sense of belongingness or membership to a wider social group. As a person becomes more involved and committed to sport, leisure, and recreation, these contexts may subsequently form stronger, more valued social identities for those individuals. The majority of participants in large sporting events as well as spectators engage in their sport with someone else rather than alone.

Motivating Factors: Competitive The factors associated with competition can be described as the desire to enter into a rivalry or event in order to measure ability in relation to another (McDonald, Milne, & Hong, 2002). Selecting events based on the level of competition is a consistent motivating factor for sport participants.

Motivating Factors: Mastery Individuals who are driven by skill development, learning, and personal challenge are more interested in the intrinsic factors associated with sport participation. The individual driven by mastery is typically interested in self-competition, not winning. The final outcome is about the personal challenge and accomplishment, not the external rewards.

Motivating Factors: Emotional The emotional motivation factors include excitement, enjoyment, and self-fulfillment individuals’ gain from participating in sport. Emotional factors can be further subdivided into: – Escapism – Nostalgia – Enjoyment

Motivating Factors: Learning The desire to learn about or explore the facility or destination may enhance individuals’ motivation to select an event. International sport tourists typically want to learn the culture of the host country when they attend these mega events (Funk & Bruun, 2007).

The Decision-Making Process The decision-making process can be as complex or as simple as the product, good, or service the person is purchasing (Blythe, 2013). The amount of time it takes an individual to complete the decision-making process will fluctuate depending on the complexity of factors. Blackwell, Mianiard, and Engel (2005) outlined seven stages in the consumer decision process (CDP) model: need recognition, search for information, pre-purchase evaluation of alternatives, purchase, consumption, post- consumption evaluation, and divestment.

CDP Model 1.Need recognition – Occurs when individuals recognize that something is missing from their lives 2.Search for information – Individuals can search for information from a variety of sources, which may be broadly categorized as internal (from memory) and external (from outside sources) 3.Pre-purchase evaluation – The individual considers the different alternatives and makes the selection

CDP Model (cont.) 4.Purchase – The behavior of buying a good or service 5.Consumption – Once the product has been purchased or experienced, it has been consumed 6.Post-consumption evaluation – The evaluation of an event once consumed 7.Divestment – The disassociation of a product or service