Lecture 2

Understanding the Sport Consumer
Week 2
TODAY’S SESSION
To rediscover sport consumer behaviour models
To understand the sociological factors that impact sport consumer

decisions
To understand the psychological factors that impact sport consumer

decisions
Theme 1: What makes
sport consumers so
unique?
Consumer Behaviour
• Are the activities people undertake when obtaining, consuming and disposing of products and services (Blackwell,
Miniard & Engel, 2001)
• The behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products that
they expect will satisfy their needs (Schiffman, Kanuk & Wisenblit, 2010)
• Participant consumption behavior is defined as actions performed when searching for, participating in and
evaluating the sport activities that consumers believe will satisfy their needs (Shank, 2009)
• Sport and event consumer behaviour (SECB) is the process involved when individuals select, purchase, use and
dispose of sport and sport event related products and services to satisfy needs and receive benefits (Funk, 2008)
• As the psychological and physical responses that occur before, during and after the use of a sport product or service
(Funk, Alexandris & McDonald, 2016).
Sport consumer decision making sequence
INTERNAL
INPUTS – PROCESSING
External – OUTPUTS
forces Psychological
Forces
Marketing activities Motivation • Attitude Formation and Change

Socio-cultural factors Attitudes • Behaviour and Intentions
Personality
Perceptions of constraints
Funk, Alexandris & McDonald (2016)

External Factors:
Temporal & situational
Environmental factors 1. Family & reference
Influences groups
INPUT 2. Ethnicity
3. Culture
Model of 4. Social Class
consumer decision-making 5. Subcultures & religion
Consumer decision- Need recognition Internal Factors:

making 1. Motivation
Pre-purchase search
PROCESS
Evaluation of alternatives 2. Perception
Purchase 3. Learning
4. Personality
5. Attitudes
Post-decision behaviour Experience

OUTPUT
1. Trial
2. Repeat purchase Trenberth &
Garland (2007)
Post-purchase evaluation
Model of Participant Consumption Behaviour
Internal
Factors
Personality
Motivation Sport Consumer
Learning Decision-Making Situational
Process (5 steps) Factors Physical
Perception surroundings Social
Attitudes Problem recognition surroundings
Information search Task definition
Evaluation of Time
alternatives Antecedent states
External Factors
Culture Social
Participation
Class Post-participation
Reference evaluation
groups
Family
(Shank & Lyberger, 2014)

Theme 2
Socio-cultural Influences & Socialising
Agents
Subculture
Social
Culture
Class
Sociological Social
Groups
Opinion
Leaders
Factors Sociologic
al drivers
Roles &
Family for Status
consumer
behaviour
Blythe (2013)
Model of Consumer Socialisation
Shank & Lyberger (2014)
Socialising
Agents
Background Learning
Factors Mechanisms Outcomes
Age Gender
Income
Socialised
Friends Conditioning Consumer
Lifestyle
Number of
Family Cognitive of Sport
siblings Parents Social
Teachers
Media
How were you
socialised into sport?
Theme 3
Psychological Factors
Motivati
Lifestyle
on
Involve
Learning
Psychological ment
Drivers
Psychological
Percepti drivers for
consumer Attitudes
on
behaviour
Blythe (2013)
The psychological continuum (PCM) model (4 hierarchical stages of
psychological responses to the sport experience)
Learning Mechanisms
Behavioural Learning (how
stimuli elicit responses)
Cognitive Learning (bases on

Learning people’s ability to solve
Is a relatively permanent change in problems + observation as a
[response tendency] due to the effects of an form of learning)
experience.
Social Learning (watching

others and learning from
action)
Shank & Lyberger (2014)

Theme 4
Outputs – Attitude Formation,
Behaviour & Intentions
are learned thoughts feelings and
behaviour towards and object
Are formed on the basis of an

interaction between past
Attitudes experiences and environment we
live in
Three components interact to form

our overall attitude
Model of Attitude Formation
COMPONENTS
Cognitive (beliefs
about the sport)
FINAL OUTPUT
INITIAL INPUT
Participation in Affective (feelings Participation in

any sport about the sport) any sport
Behavioural
(actions toward
Shank & Lyberger (2014) the sport)
Why are Attitudes
& Perceptions
important to
marketers?
Sport consumers attitude & behaviour within pcm
Enhanced
Allegiance
Attachment
Psychological
Engagement
Attraction
Minimal Awareness
Infrequent Consisten
None/trial & Frequent &
& t&
exploratory expressive
evaluative enduring
Simple Behavioural Engagement Complex

Funk, Alexandris & McDonald (2016)
Starting to conceptualize fan
experience journey
Homework – Watch the Video
Consumer Experience and Millennials

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Understanding the Sport Consumer

To understand the sociological factors that impact sport consumer

To understand the psychological factors that impact sport consumer

Marketing activities Motivation • Attitude Formation and Change

Funk, Alexandris & McDonald (2016)

Consumer decision- Need recognition Internal Factors:

Post-decision behaviour Experience

(Shank & Lyberger, 2014)

Cognitive Learning (bases on

Social Learning (watching

Shank & Lyberger (2014)

Are formed on the basis of an

Three components interact to form

Participation in Affective (feelings Participation in

Simple Behavioural Engagement Complex

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