UNDERSTANDING SPECTATORS AS CONSUMERS

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CHAPTER 6

• UNDERSTANDING SPECTATORS AS CONSUMERS

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Understanding Spectators as Consumers

• Examining the differences
• Sometimes there is overlap, but usually treated
  as separate and distinct markets
• Heavy Participants - More likely to be male,
  better educated, more minorities, and younger
  than spectators

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Factors Influencing Attendance

• Fan Motivation Factors
• Game Attractiveness Factors
• Economic Factors
• Competitive Factors
• Demographic Factors
• Stadium Factors
• Value to the Community
• Sports Involvement
• Fan Identification

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Fan Motivation Factors

• Self-Esteem Enhancement (BIRGing and CORFing
  behaviors)
• Diversion from everyday life
• Entertainment Value
• Eustress or Positive Stress
• Economic Value
• Aesthetic Value
• Need for Affiliation
• Family Ties

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Model of Sportscape
Factors
Behaviors
Affective Response
Stadium Access
Desire to Stay
Pleasure
Facility Aesthetics
Repatronage
Scoreboard Quality
Perceived Crowding
Seating Comfort
Layout Accessibility
Space Allocation
Signage
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Understanding Spectators as Consumers What do
fans value?

• Reasonably priced parking (8) and tickets (25)
• Adequate parking/access
• Reasonably priced foods
• Home team with a winning record
• Close score
• Home team star regarded as top 10 player
• Reasonably priced souvenirs
• Game that ends in less than three hours
• Wide variety of snack foods

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Sport Involvement

• Perceived interest and personal importance of
  sports to spectators
• Two dimensions of sport involvement Importance
  of Sport and Affect (feelings)
• High involvement consumers attend more games,
  consume more sports through media such as
  newspapers, Internet, magazines, and are more
  likely to identify sponsors

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Fan Identification

• Related to sport involvement
• Defined as the personal commitment and emotional
  involvement customers have with a sports
  organization
• Level of fan identification Low (social) Medium
  (focused) High (vested)
• Why do we want high identification? Higher
  attendance,decreased price sensitivity, decreased
  performance-outcome sensitivity