FSU SPM 4154 - Chapter 16: Sport Consumer Behavior

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Study Guide for Intro FinalBy Gregoire NarcisseChapter 16: Sport Consumer BehaviorLearning Objectives1. Identify key motives for sport participation, spectation, and sport product purchasesa. Participation Motives i. Over 100 motivesii. Has extrinsic and intrinsic rewards (look at key terms)iii. 3 key motives:1. Achievement motivationa. Need to compete and win and be the best2. Social motivationa. Need for social interaction with those participating3. Mastery motivationa. The need for skill development, learning, and personal challengesb. Spectator motives i. Diversion1. Distraction from everyday life2. Get away from stress and boredomii. Eustress1. Positive levels of arousal provided to sport spectators2. Desire for drama and excitement3. BIRGing is a key driver of attendancea. Basking in Reflective Glory b. Fans associate themselves with a winning teamc. Participating and spectator markets: i. Must compare motives for participation with those of spectating to figure out if a sport product will be purchased2. Define consumer perception and its application to the sport industrya. Perceiving sport as meeting a particular need or motivei. Depends on the person’s perceptions or experiencesb. People tend to act and react based on perceptions rather than objective reality3i. Marketer spend lots of time and money to change consumer’s perceptions of certain products and servicesc. Perception defined…i. Process by which a person selects, organizes, and interprets stimuli to create a meaningful picture of the worldd. How someone perceives a sport in one country may not be how it is perceived in another 3. Describe the components of consumers’ attitudes toward sporta. Attitudesi. Expressions of one’s inner feelings that reflect likes and dislikesb. Based on three components:i. Behavioral1. Person’s experiences2. Actions toward the sportii. Affective1. Person’s feelings2. Feelings about the sportiii. Cognitive1. Person’s beliefs2. Beliefs about the sport4. Differentiate between consumer involvement and identificationa. Consumer Involvementi. A combination of a person’s interests in a sport product, and the degree to which the person considers the product an important part of his/her life.ii. The more a person becomes involved in a sport, team, or product, the more it becomes part of their identity.b. Internal motives for participating in or watching sporti. Loyaltyii. Involvementiii. Identificationc. Consumer involvement is closely related to consumer identification because the more involved you get with a sport the more you identify with itd. Identification occurs as a person’s role becomes central to his or her personal sense of identity5. Explain ways in which groups can influence the consumption behaviors of individualsa. External factors influencing buying behaviori. People closest to usii. Groups with whom we choose to associateiii. Broader society in which we liveb. Reference Groupsi. Chosen based on what consumer has learnedii. Can affect what a consumer learns subsequentlyc. Direct and indirect reference groups influence the ways in which we consume sportd. Culture is a direct influence group6. Discuss the process of consumer decision making in sporta. Common progression in decision-making process as consumeri. Situational influences, internal influences, and external influences all lead to the decision processii. Need Recognition1. Perception of a difference between a desired state and the actual situationiii. Seeks information to resolve problem or fulfill neediv. Determines purchase optionsv. Evaluates alternativesvi. Makes purchase decisionvii. Engages in post-purchase evaluation1. Cognitive Dissonancea. Feelings of anxiety or doubt that can occur after an important decision has been made7. Identify situational factors that can influence the decision making processa. Isolating influences of internal or external forces is difficultb. Different contexts and situations result in different decisionsc. A situation is a set of factors . . .i. Outside the individual consumerii. Removed from the product or advertisement of the product that the consumer is buyingd. Situational Influencei. The influence arising from factors that are particular to a specific time andplace and are independent of individual customers’ characteristicse. Five categories of situational influence i. Physical surroundings include geographic location, décor, sound, smells, lighting, weather, and crowdingii. Social surroundings refer to the effects of the physical presence of othersiii. Task requirements speak to the context of the purchase iv. Time pressures the time of dayv. Purchasing can be affected by antecedent states such as anxiety, excitement or even hunger and by momentary conditions such as cash on hand, fatigue, or illness8. Apply ethical reasoning and critical thinking skills to sport consumer behaviora. Obesity is a major problem today due to how i. Due to lackadaisical nature of americansKey Terms- Market segment: a portion of the population that is distinctive in terms of its needs, characteristics, or behavior- Target Market: market segments or segments identified as the focus of an organization’s marketing efforts- Extrinsic rewards: rewards given to a person by someone else - Intrinsic rewards: rewards received by a person from the experience itself- Diversion: a distraction from a course or activity- Eustress: positive levels of arousals provided to sport spectators- Aspirational reference group: a group to which an individual wishes to belong- Situational influence: the influence arising from factors that are particular to a specific time and place and are independent of individual customers’ characteristics- Need recognition: perception of a difference between a desired state and the actual situation; the first stage of the decision-making process- Cognitive dissonance: feelings of anxiety or doubt that can occur after an important decision has been made Chapter 17: Legal Consideration in Sport ManagementLearning Objectives1. Identify select legal issues affecting sport management stakeholders, operations, andorganizationsa. Sport manager must know court systems, legislative acts, and legal topics such as negligence2. Explain the American judicial system and its application to the sport industrya. Divided into separate:i. Federal and state systemsii. Federal and state constitutionsiii. U.S. Congress and state legislaturesiv. Federal and state court

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