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Extra resources for Consumer Behaviour in Sport and Events: Marketing Action (Sports Marketing)
The reason for the new approach is that the type of internal processing determines normative and subjective beliefs that can influence an individual’s positive or negative feelings toward a sport object (Funk, Haugtvedt, & Howard, 2000). In other words, the acquisition of knowledge creates beliefs that influence feelings through the affective evaluation of the sport object or experience. The affective evaluation of a sport object influences a person’s behavioural intent and ultimately the actual engagement of the consumptive behaviour.
H. (2003). ). New York: McGraw-Hill. , & Havitz, M. (2003). Sport consumer behavior: Assessment and direction. Sport Marketing Quarterly, 12, 200–205. , & Bruun, T. (2007). International sport event participation: Prior sport involvement; destination image; and travel motives. European Sport Management Quarterly, 7, 227–248. Gibson, H. (2003). Small-scale event sport tourism: Fans as tourists. Tourism Management, 24, 181–190. D. (2003). Sport, space and time: Effects of the Otago Highlanders franchise on tourism.
This chapter will address the first question, providing an understanding for how individuals are motivated to make purchase decisions of sport and sport event related products or services. Chapter 3 provides a discussion of a decision-making sequence and introduces a framework developed within sport consumer behaviour to understand how an individual’s level of sport or sport event involvement influences decision-making. Involvement represents a state of motivation with regard to a product, an activity, or an object (Rothschild, 1984).