MKT-3210 Chapter Notes - Chapter 6: Basking In Reflected Glory
17 Apr 2018
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Document Summary
Sometimes there is difference between consumers as spectators and participants. Just because a consumer watches an event does not mean they will participate in it. There are not only differences between spectators at different levels of the same sport. Heavy participants: more likely to be male, better educated, more minorities, and younger than spectators. Spectators that consume event via some medium (tv, radio, internet) Not thinking about anything else, stress that takes you away from other stress. Ex: panthers- i want seats that i can sit in, 6"5 300 lbs bigger seats/aisles. Home team star regarded as top 10 player. Perceived interst and personal importance of psorts to spectators (both attending or consuming via some medium) Two dimensions of sport involvement (importance of sport and affect(feelings) High involvement consumers attend more games, consume more sports through media, more likely to indentify sponsors. Defined as personal commitment and emotional involvement customers have with s[orts org.
