SPTE 380 1st Edition Lecture4 Outline of Last Lecture Case Study DiscussionOutline of Current Lecture Chapter 3 Understanding the Sport ConsumerObjectives- To recognize the differences among socialization, involvement, and commitment for sport consumers- To understand the various individual and environmental factors that shape consumer involvement and commitment in sport- To understand the decision process for sport consumersKey QuestionsAbout Sport Consumers- Who are my consumers—past, present, and future—in terms of both demographics (age, sex, income) and psychographics (attitudes, opinions, lifestyles)?- Where do my consumers reside? Where do they work? How do they travel to and from the places where they consume my product? (mobile consumption)- Where, when, and how have my consumers been exposed to my product?- How and why did they become involved with my product?- If they have been committed to my product, why? Why have some lost that commitment?Socialization [pg. 59]- The process by which people assimilate and develop the skills, knowledge, attitudes, andother “equipment” necessary to perform various social roles.- Socialization involves two-way interaction between the individual and the environment.o Socialization in Equipment= games broadcasted live; athletes accessibility on the internet being able to show their opinions and gives information about their contracts.These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.o Ex: SEC Network broadcasting more games like volleyball/softball  Changes the game in recruitingSport Involvement- Behavioral involvement [hands on]- Cognitive involvement [knowledge]- Affective involvement [attitudes/feelings]Behavioral InvolvementThe hands-on doing, such as participation in the sport itself or activities like watching, listening, and cheering, either in the venue or through media consumption Cognitive InvolvementThe acquisition of information and knowledge about a sport through means such as media accounts, interviews with coaches and players, or discussions with other fansAffective InvolvementThe attitudes, feelings, and emotions that a consumer has toward an activity developed throughactivities like pep rallies, tailgating, or even watching certain advertisements – Expenses in games – Consuming same product in different mediums– Mostly cognitive– Game attendance= emotional attachment is tailgating (family traditions)– Problems with affective involvement:o Dev Still and Ray Rice, Still did not get near as much recognition as Rice did and that is dangerous because it is a negative problem.CommitmentThe frequency, duration, and intensity of involvement in a sport or the willingness to expend money, time, and energy in a pattern of sport involvement– Movement up escalator = deeper commitment– Ex: tennis and golf ties between involvement and commitment can be dramatic [pg 61]Sport Commitment Segmentation– Researchers have segmented sport consumers based on their level of involvement or commitment.– Sport marketers must continuallyo develop ways to nurture consumer commitment ando engage in more research to understand consumer involvement and commitment. The Wranglers’ research is an exampleCommitment and Involvement– Sport marketers and researchers have examined many of the factors that affect sport commitment and involvement.– These factors can be grouped into two categories:1. Environmental factors (external influences)2. Individual factors (internal influences)Environmental Factors pg. 63– Significant others (family, peers, and coaches) “role models”o “Pals have power”o 27.3% found sport on their owno 22.4% introduced by their familyo 11.1% grandparentso 20.2% by friendso 19.2% other family members– Cultural norms and values– Class– Race and ethnicity– Gender and sexuality [ex: Michael Sam]– Culture in the global marketplace– Market behavior of sport firms o How product is packaged and presentedIndividual Factors– Self-concept and social identity– Stage in the life or family cycle– Learning– Perception– Motivation– EmotionLearning1. Learn → Feel → Do2. Feel → Do → Learn 3. Do → Feel and learn– Example of #1: the X Games– Example of #2: Nike– Example of #3: The Wrangler’s teaching through participationPerception– Defined as the process of scanning, gathering, assessing, and interpreting information in the environment.– Sport consumers come in contact with the sport product in many ways and through multiple senses (sight, touch, smell, and so on).– Sport marketing examples that demonstrate the importance of perception to consumer behavior include the following:– Scarcity of tickets– Venue cleanliness– Exposure to violenceMotivation– Achievement and self-esteemEngage fans– Craft– Health and fitness– Fun and festival– Eros [erotic motives]– Affiliation or community [being with friends or family]– Eustress, risk, and gambling [rooting]– Entertainment and escapeDecision-Making Process– Need recognition– Awareness or information search– Evaluation of choices: Product family, class, line, type, and brand (see next slide)– Purchase decision– Experience– Evaluation of experience– Post evaluation behavior – Satisfaction = Repetition– Dissatisfaction = Drop out– Marginal satisfaction = Reevaluate Evaluation of Product Choices– Product family: Within the realm of leisure, people make choices between broad families such as competitive sports, outdoor recreation, and hobbies. [jigsaw puzzles]– Product class: Among the many classes of sport are motorsports, water sports, field sports, and team sports. – Product line: Within the team sport class are lines of products such as bat and ball sports, ball-only sports, and stick and ball sports. [– Product type: Within the ball-only line are product types such as rugby, world football, and American football.– Product brand: Within the product type of American football are various brands, including the NFL brand, the NCAA brand, and more specific items like the Packers brandand the SEC brand.– Satisfaction = Benefits - CostSport Consumer Studies– Sport marketers have many sources of market research data. As they sort through such studies, they must be careful to interpret elements of the research such as– definitions,–