SPORT CONSUMER BEHAVIOR. Socialization Involvement Commitment. SOCIALIZATION. The process by which individuals develop skills, knowledge, attitudes, and values necessary to perform social roles. Two-way interaction between the individual and the environment. INVOLVEMENT: 3 kinds.
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Frequency, duration, and intensity of involvement in sports…or the willingness to spend money on sports
Attitudes – sport marketers try to create positive images and attitudes in consumers toward their products.
Individuals are motivated to engage in or watch sports for various reasons:
Affiliation or community
Health and fitness
Fun or enjoyment
(i.e. blacks excel in basketball)
This impacts on a person’s motivation to participate in sports.
Life transitions that individuals pass through impact on one’s sport involvement and commitment.
-maturity (after children leave home)
Real and perceived views of one’s strength, endurance, flexibility (athleticism) impacts on one’s self concept and decision to participate in sports.
Feel – Do – Learn
Sports marketers try to stir emotions before anything else in selling merchandise…Nike ads
Do – Feel – Learn
Sport marketers try to get people to engage in sports activities in marketing participant sports.
The process by which a person scans, gathers, assesses, and interprets information in the environment
A “filter “ is influenced by a person’s values, attitudes, needs and expectations.
*facility location (safe) and cleanliness
*exposure to violence
*risk of injury or embarrassment
*waste of time, money, and effort
“The Total Entertainment Package”