Consumer Behaviour in Sport and Events: Marketing Action by Daniel C. Funk

By Daniel C. Funk

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Extra resources for Consumer Behaviour in Sport and Events: Marketing Action (Sports Marketing)

Sample text

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.

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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).

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