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

By Daniel C. Funk

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Utilitarian motives are important and examples throughout this book illustrate their role. The following section provides a core set of SportWay motives applicable to both physical engagement of active sport as participants and passive participation of sport spectators. SportWay toward Consumption Sport participation both active and passive creates numerous pathways for individuals to seek opportunities to receive benefits and satisfy needs through goal-directed behaviour. These pathways motivate an internal desire to seek out and experience sport or sport events to fulfil physical, social, and personal needs.

2). SportWay: Seeking Sport and Event Experiences The box SportWay illustrates a collection of potential pathways available for individuals to achieve desirable outcomes through sport and event-related goal-directed behaviour. SportWay represents how individuals seek out sport and event experiences that provide opportunities to receive benefits and satisfy needs. In other words, how the push force created from need recognition, tension reduction, and drive state is pulled toward a desire or “wanting” to seek out sport and event consumption activities because of expected positive outcomes.

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