Fans and Consumer behaviour Flashcards Preview

KRLS 105 > Fans and Consumer behaviour > Flashcards

Flashcards in Fans and Consumer behaviour Deck (28):
1

spectators

attend events

2

viewers

watch through other forms of media

3

readers

follow sports news online or newspaper

4

competitors

those who engage in competitive sport

5

fitness participants

engage in activities for fitness reasons

6

natural participants

nature-related activities

7

social identity

defining oneself or membership by affiliation to various social groups

8

social identity

people motivated to maintain a positive self through seeking association with successful others to enhance their esteem

9

team identification and sponsorships

fan supporting a team's sponsorship because they view it as constant with goals and values of the team

10

determinants of demand

1. consumer preferences – habit, loyalty, etc., not directly observable
2. income
3. price of the good

11

consideration associated with fans

1. facility comforts, venue and parking access influence attendance more than ticket prices
2. team allegiance related to personal civic identity and team’s importance to civic identity,
- if team allegiance is not geographically based, identity associated w/ logo and colors; it will be easier for fans to deal with loss of local team if keeps name and colours after it relocates

12

elements of consumer-theory of attendance

1. Consumer preferences – habit, loyalty
2. Economic determinants – price, parking, travel time to event, income
3. Quality of viewing – seating comforts, convenience,
4. Contest characteristics – close game, significance of contest, etc.
5. Supply capacity – what the infrastructure can accommodate.

13

fanship dimension

interested in watching competition and picking sides to cheer for

14

learning dimension

acquisition of information about players, teams, etc.

15

release dimension

individuals who don't like to watch movies about serious topics result in let off steam, get away

16

companionship dimension

enjoys spending time together with family or friends

17

filler dimensions

nothing to do, killing time

18

team player loyalty

maybe player from hometown, will follow player through team changes

19

league loyalty

fan of a major sport team

20

5 elements of motivation scheme

1. temporary
2. local
3. devoted
4. fanatical
5. dysfunctional

21

temporary motivation

bandwagon jumper

22

local motivation

1. identifies with geographic area – will tend to cheer for all local teams
2. devotion leaves with displacement – will stop cheering for if the team moves

23

devoted motivation

1. increased degree of attachment
2. “fan” a closer part of sense of self

24

fanatical motivation

1. being a fan an important part of self-identification
2. has other means of self-identification that are more important, such as religion, family, etc.
3. engages in behaviour beyond normal devoted fan
4. behaviour accepted by significant others

25

dysfunctional motivation

1. being a fan primary method of self-identification
2. may engage in violent and disruptive behaviour

26

allegiance issues

1. social identity and group norms
2. purchase intentions
3. brand communities

27

product issues

brand loyalty –some people will stick to a brand, or refuse to use a competing product

28

gender difference issues

1. men prefer combative sports
2. women as likely to self-identify as sports fans, but not as important a part of self-identity
3. men spend more time discussing sports