MKTG 150 Chapter Notes - Chapter 3: Psychographic, Media Consumption
Document Summary
Past, present and future - in terms of both demographics (age, sex, income) and psychographics (attitudes, opinions, lifestyles) The process by which people assimilate and develop the skills, knowledge, attitudes and other equipment necessary to perform various social roles. Socialization involves two-way interaction between the individual and the environment. The attitudes, feelings and emotions that a consumer has toward an activity developed through activities like pep rallies, tailgating, or even watching certain advertisements. The hands-on doing, such as participation in the sport itself or activities like watching, listening and cheering, either in the venue or through media consumption. The acquisition of information and knowledge about a sport through means such as media accounts, interviews with coaches and players, or discussions with other fans. The frequency, duration and intensity of involvement in a sport or the willingness to expend money, time and energy in a pattern of sport involvement.
