Testbank and solutions manual for Examining Sports Entertainment Consumption

LEARNING OBJECTIVES 1) Differentiate between utilitarian and hedonic consumption motives 2) Describe the different types of sports consumption motives 3) Discuss the characteristics and implications of low and high involvement sports fan segments 4) Describe the factors and strategies that influence fan relationships with sports brands 5) Contrast the characteristics and benefits of indirect and direct sports consumption 6) Describe the variables that affect an individual’s decision to attend a sports event OVERVIEW Sports entertainment brands are unique compared to other products and services because of the affinity, or emotional bonds people have for their favorite team, athlete, or brand. Most types of consumption do not elicit the passion or interest that sports can stir. The challenge for sports marketers is to develop an understanding of sports consumption behavior in order to appeal to consumers’ feelings toward sports. The first part of this chapter examines motivations that guide consumer behavior. Discussion begins with motives that tend to be present for various buying decisions. Then, identification of motives turns specifically to sports—- what are the factors that lead people to consume sports? The second part discusses approaches for determining how people develop an identification with a sports brand. People are attracted to consume sports for various reasons; this part of the chapter looks at how the broader audience for sports can be segmented on the basis of their relationship to a sports brand. Finally, consumer motivations for the decision to attend sporting events are identified. The reasons people attend sporting events often have less to do with the action on the field than is realized. Understanding different influences on sporting event attendance can equip sports marketers to develop strategies and tactics to appeal to the factors involved in one’s decision whether to attend a sporting event. LEAD-IN VIGNETTE A Fan for Life… and Beyond The story of Pittsburgh Steelers fan Richard Desrosiers is a powerful illustration of the importance sports can have in people’s lives. Mr. Desrosiers’ devotion to his favorite team is an example of how people can have a deep relationship with a sports brand. Although not everyone who consumes sports feels the same passion that Mr. Desrosiers had for the Pittsburgh Steelers, sports possess an advantage over other categories in terms of their potential to relate to people on a deep level. Questions for Students: 1. Do you know someone whose devotion to his or her favorite team is similar to the way Richard Desrosiers felt for the Pittsburgh Steelers? What behaviors do they exhibit that demonstrates their identification with “their team?” 2. In general, how effective are sports brands at taking full advantage of highly committed fans like Richard Desrosiers in terms of building relationships with them? INSIDER EXPERT The Insider Expert for Chapter 2 is Chris Eames, a vice president for ESPN Customer Marketing and Sales. Mr. Eames’ work with ESPN and Turner Broadcasting has involved helping companies and sponsors reach consumers through sports entertainment media. CHAPTER OUTLINE Learning Objective # 1: Differentiate between utilitarian and hedonic consumption motives Utilitarian Motives Utilitarian motives influence a buying decision when a functional benefit is sought from consumption. For example, the decision of which gas station to stop at to make a purchase may be influenced by criteria such as location (convenience sought), price (economic benefit), and credit cards accepted. In the context of sports entertainment, utilitarian motives for consumption may be to have family time or a morale building experience for a business outing. Hedonic Motives Sports consumption is influenced more by hedonic motives, which are tied to one’s desire to have a sensory experience that elicits pleasure fun or excitement. Participation and spectator sports offer experiences for hedonic consumption, whether it is self-actualization one can feel as a participant or the enjoyment of a multisensory environment at a sporting event. Learning Objective #2: Describe the different types of sports consumption motives Sports Consumption Motives Eight different motives for sports consumption are discussed that fall into one of three categories: 1) social motives, 2) psychological motives, and 3) personal motives. Figure 2.2 provides a listing of these motives. Social Motives Family. Sport consumption can be part of a family ritual, whether it is direct consumption (i.e., attending events) or indirect consumption such as watching games on TV. Interest in a sport or team often begins with exposure at an early due to the influence of family members.