PERLS105 Lecture Notes - Lecture 11: Motivation, Reference Group, Group Extension

• School: University of Alberta
• Department: Physical Education, Recreation and Leisure Studies
• Course: PERLS105
• Professor: Dan Mason

Document Summary

Segmentation: marketing segments, target segments, segmenting sport consumers based on their motives, perceptions and attitudes. Better to segment on this then demographics which determines your willingness to purchase = therefore the best way to segment consumers. Consumer needs and motivations: identifying and satisfying customers unfulfilled needs. Consuming a product will satisfy those unfilled needs: participant motivation, spectator motivation, participant and spectator markets. Participant motivation: over 100 motives for participating in sport, three key motives not mutually exclusive. Compete to win, wants to be the best and play with the best. Mastery to improve better for yourself, want to challenge yourself to try. Social interaction before, during or after participation. Intrinsic motivation you want to see how you can something new. Extrinsic rewards getting paid, medals, certificates, awards. Reasons gambling, excitement of competition, social, basking in reflective glory: extrinsic and intrinsic rewards. Spectator motivation: different reasons for watching and participating, spectator motives vary and considerably.