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business
consumer behaviour

Questions and Answers of Consumer Behaviour

provide an overview for the study of sport consumer behaviour
provide a definition of sport consumer behaviour
introduce the concept of sport experience design
introduce a sport consumer behaviour model
provide an overview of the decision-making process
introduce the sport industry
define the sport product
outline the unique aspects of sport products
outline the challenges in marketing the sport product
explain the new product development process and consumer reactions to them
introduce and provide an overview of the key marketing empirical generalizations
detail how sport consumption follows those marketing empirical generalizations
explain how sport managers should adapt their practices to include knowledge of empirical generalizations
clarify the value of research in a sport consumption context
outline a system for collecting, storing, and using information
introduce the key types of research relevant to sport managers
explain a step-wise process for undertaking market research
detail the technique of segmentation and its application to sports consumption contexts
discuss branding theory in the context of sport
understand the difference between differentiated and distinctive brands
analyze brand associations and their importance in sport consumer behaviour
discuss brand associations and their measurement in the context of sport
purpose-based branding
understand what a consumer decision is
understand different perspectives of consumer decision making
understand a detailed model of sport consumer decision making originally introduced in Chapter 1
understand the sport consumer decision-making process
understand decision types, conditions, and rules
understand cognitive biases in sport consumer decision-making
introduce the Psychological Continuum Model (PCM)
describe each stage of the PCM
identify key factors that influence cognitive and emotional responses in each stage of the PCM
describe stage movement and size within the PCM
present useful management strategies for each stage of the PCM
show the relevance of motivation theory for sport marketing and communication
discuss the value of sport motivation research on understanding aspects of sport consumers’ decision-making
discuss different motivation types, based on the Self-determination Theory
discuss the Personal Investment Theory in the context of sport
present examples of how motives in the contexts of e-sports, sport participation, sport spectatorship, and sport event tourism can be measured.
introduce sport involvement
understand the origin of sport involvement
discuss the types and nature of sport involvement
discuss the main antecedents and consequences of sport involvement
describe how sport involvement is measured
operationalize sport involvement in sport marketing research
discuss the factors that limit sport game attendance
discuss the factors that limit sport participation
explain how intrapersonal, interpersonal, and structural constraints influence sport engagement
explain how individuals use negotiation strategies to overcome constraints to sport engagement
discuss the interaction between sport motivation and perception of constraints on sport engagement
propose marketing and policy strategies for reducing the negative effects of constraints on sport engagement
explain the nature of sport consumer attitudes and their relationship with sport behaviour
show the value of attitude theory for sport marketing
discuss the tri-component model of attitudes and its marketing implications
explain the sources of consumer attitude formation
discuss the Theory of Planned Behaviour (TPB)
discuss The Fan Attitude Network Model
show the value of attitude research in evaluating sport sponsorship programs.
introduce and provide an overview of team identification
discuss origins of team identification and its use as a signal
explain in-group and out-group differences and similarities
review optimal distinctiveness and in-group satisfaction
describe strategies to manage in-group status
explain the presence of multiple in-groups that exist
present measurement approaches to examine team identification
discuss consequences of team identification
describe how identity influence team-performance-based behaviours
introduce and provide an overview of service quality and customer satisfaction
detail how customer perceptions of quality are formed and how they can be managed
describe the determinants of customer satisfaction
discuss the relationship between perceived quality and satisfaction
describe how customer satisfaction impacts other business outcomes such as customer loyalty and word-of-mouth
define the construct of “personality” and discuss its relevance for sport consumer behaviour
show how personality theory can be applied in sport consumer behaviour
present the main personality traits and their relevance for sport consumer behaviour
to discuss Aaker’s brand personality model
define the construct of sport “brand personality”
present a sport brand personality model
review sport brand personality studies and present the main brand personality models that have been developed in different sport contexts
show the value of brand personality research for developing sport marketing strategy
discuss the influence of the sociocultural environment on sport consumer behaviour
discuss the main changes in demographics
analyze the role of family on sport consumer socialization
discuss the main age cohorts and their relevance for sport consumer behaviour
discuss the relationship between social class and sport consumption
analyze how cultures and subcultures influence sport consumer behaviour
identify the growth of ethnic and racial groups, and discuss their perspective assport consumers
discuss how advancements in technology can impact the sport consumer experience
discuss popular technological advancements that impact sport consumption
present examples of technology in the sport industry
acknowledge the potential downsides of technology
What are some differences between buying and using a sport product versus buying and using a non-sport product?
Think of a recent sport product you purchased or used. Explain whether this was a rational or irrational decision. Evaluate this decision and whether you were influenced by any cognitive biases.
How can a business develop marketing strategies to encourage consumers to purchase a sport product using the seven principles of influence?
Based on the definition of sport consumer behaviour provided, identify cognitive and behavioural responses in a spectator sport and participant sport context. Compare and contrast these responses.
If you were managing a website for a sport business, what are some important sport context factors that should be considered? How does this differ from managing a fitness facility?
Which of the four factors that influence sport consumption are most important for purchasing a bicycle? Does this importance differ for watching a live sporting event?
Select a sport product you would like to purchase and use and apply the five steps of the decision-making process.
What are the unique characteristics of the sport product? Present examples to support your answer.
What challenges do the unique characteristics of sport products create for sport marketers? Present examples to support your answer.

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