3801 Ch.4

3801 Ch.4 - Chapter 4 Perspectives in Sport Consumer...

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Click to edit Master subtitle style 9/25/10 Perspectives in Sport Consumer Behavior Chapter 4
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9/25/10 A bit of analysis…
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9/25/10 Objectives To recognize the differences among socialization , involvement , and commitment for sport consumers Identify individual and environmental factors that shape these attributes To understand the decision process for sport consumers
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9/25/10 Socialization The process by which individuals assimilate and develop the skills, knowledge, attitudes, and other "equipment" necessary to perform various social roles. This involves two‑way interaction between the individual and the environment.
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9/25/10 Involvement Behavioral involvement: The hands‑on doing Cognitive involvement: The acquisition of information and knowledge about a sport Affective involvement: The attitudes, feelings , and emotions that a consumer has about an activity
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9/25/10 Commitment The frequency, duration, and intensity of involvement in a sport, or the willingness to expend money, time, and energy in a pattern of sport involvement
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3801 Ch.4 - Chapter 4 Perspectives in Sport Consumer...

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