Section 1
Preview this deck
Players, spectators
Front
| 5 | 0 | ||
| 4 | 0 | ||
| 3 | 0 | ||
| 2 | 0 | ||
| 1 | 0 |
Active users
0
All-time users
0
Favorites
0
Last updated
6 years ago
Date created
Mar 1, 2020
Cards (53)
Section 1
(50 cards)
Players, spectators
Many people believe that the best place to find fans for a sports team is among the _____, not necessarily the _____
Achievement motivation, social motivation, mastery motivation
3 fundamental motives for sport participation
Situational influence
The influence arising from factors that are particular to a specific time or place and are independent of individual customers' characteristics
Diversion
A distraction from a course or activity
Eustress
Positive levels of arousal that result from spectating a sports event
Behavioural component
Actions and experiences with a sport
Mastery motivation
The desire for skill-development, learning and personal challenge drive this type of motivation; almost always linked to intrinsic motivation
Reference groups
People and groups that influence our values, norms, perceptions, attitudes, and behaviours by giving us a valued point of comparison; we also choose them based on our preferences
Prompting
Telling someone how to behave; ex. Telling your daughter to bring her glove to the ballgame
Recognize a problem
1st step in consumer decision making in sport
Evaluate alternatives
4th step in consumer decision making in sport
Attitudes
Expressions of inner feelings that reflect likes and dislikes
Aspirational reference groups
Groups in which individuals wish to belong; ex. Harlem Globetrotters, Barbell Brigade
Involvement
A combination of a person's interest in a sport product, and the degree to which the person considers the product an important part of his/her life
Time pressures
Situational influences of the time of day and the season of the year
Loyalty, involvement, identification
These three factors help to shape an individual's overall attitude towards a sport or product
Determine purchase options
3rd step in consumer decision making in sport
Situation
A set of factors outside the individual themselves and removed from the product that the consumer is buying
Cognitive, affective, behavioural
Three components of consumer attitude
Motives, perceptions, attitudes
Marketeers often segment sport consumers based on these 3 elements
Cognitive dissonance
Regretting a purchase
Social motivation
The desire for social interaction fuels this type of motivation
Direct reference groups
Groups that require face-to-face interactions; ex. Friends, family, peers, culture
Identifying and satisfying customers' unfulfilled needs
The key to the success of a sport organization
Reinforcement
Rewarding or punishing someone's behaviour based on how they did it; ex. Laughing at your kid for heckling the umpire
Make purchase decision
5th step in consumer decision making in sport
Task requirements
Situational influence of the intent or requirement of a purchase
Perception
The process by which individuals select, organize, and interpret stimuli to create a meaningful picture of the world
People closest to us, groups we associate with, broader society
3 main external factors influencing sport buying behaviour
Physical surroundings, social surroundings, task requirements, time pressures, antecedent states
5 categories of situational influences
Affective component
Feelings about a sport
Selective attention
Choosing to pay attention to stimuli that meet their needs and interests, and filtering out stimuli that are less personally relevant
Physical surroundings
Situational influence of geographical location, decor, sound, smells, lighting, weather and crowding
Identification
This process occurs as a person's role (as a participant and/or fan) becomes central to his/her personal sense of self
Extrinsic rewards
Rewards given to a person by someone else
Modelling
Copying some else's behaviour; ex. Tucking your jersey like Gretzky
Engage in post-purchase evaluation
6th step in consumer decision making in sport
Antecedent states
Situational influences of anxiety, excitement, cash on hand, fatigue, hunger, or illness
Loyalty
Only buying one product, regardless of external factors
Diversion, eustress
2 main motives within spectator motivation
Target segment
Market segment or segments identified as the focus of an organization's marketing efforts
Modelling, prompting, reinforcement
Three main processes of consumer socialization
Achievement motivation
The need to compete, to win, and to be the best; this type of motivation is almost always linked to external reward or social comparison
Social surroundings
Situational influence of being around a group of people
Indirect reference groups
Groups that don't require face-to-face interactions, but are still highly influential; ex. Politicians, celebrities, athletes
Intrinsic rewards
Rewards received by a person from the experience itself
Meaning and emotion of sport consumption
The desire to know how people create emotional attachments, what influences these attachments, and how these attachments vary as a function of culture
Cognitive component
Beliefs about a sport
Seek information to resolve problem
2nd step in consumer decision making in sport
Market segment
A portion of the population that is distinctive in terms of its needs, characteristics, or behaviour
Section 2
(3 cards)