1. Perspectives in Sport Consumer Behavior
chapter 4
Perspectives in Sport Consumer Behavior

2. 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

3. 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.

4. 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

5. 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

6. 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

7. Climate and Geography
Courtesy of John F. Rooney, Jr.

8. Sport Opportunity Structure

9. Individual Factors Self-concept Stage in the life or family cycle
Physical characteristics
Learning
Perception
Motivations
Attitudes
Complex process of consumer decision making

10. Learning
Learn → Feel → Do
Feel → Do → Learn
Do → Feel and learn

11. 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)

12. Perception (continued)

13. Motivations Achievement and self-esteem Craft Health and fitness
Fun and festival
Eros
Affiliation or community
Eustress, risk, and gambling
Entertainment and escape

14. 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)

15. 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

16. 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).