Abstract
This paper attempts to understand sport spectators as buyers of a product in traditional marketing terms. Research on spectators and their behaviour patterns has been neglected by marketers, but has been extensively researched by sociologists and psychologists. The findings in this paper are based on a survey of 493 spectators. Information was collected on their attendance record at games and their loyalty to the product.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Andreano, R. (1965) : No Joy in Mudville: The Dilemma of Major League Baseball. Cambridge, Mas.: Schenkmann.
Cialdini, R.B., R.J. Borden, A. Thorne, M.R. Walker, S. Freeman, and L.R. Sloan (1976): “Basking in Reflected Glory: Three (Football) Field Studies”. Journal of Personality and Social Psychology 22. pp. 366-367.
Dunning, E. (1973): “The Structural-functional Properties of Folk-games and Modern Sports”. Sportwisenschaft 3, 3: 215-232.
Elias, N. (1971): “The Genius of Sport as a Sociological Problem” In: Dunning, E. (Ed.), The Sociology of Sport. Frank Cass and Co., London, pp 88-115.
Guttmann, A. (1978): From Ritual to Record: The Nature of Modern Sports. Columbia University Press, New York.
Hansen, Hal and Roger Gauthier, ( 1989), “Factors Affecting Attendance at Professional Sports Events”, Journal of Sports Management. Vol. 3 pp 15-32
Harris, H.A., (1972), Aspects of Greek and Roman Life. Ithaca, New York, Cornell University Press
Hart, R.A., Hutton, J and Sharot, T. (1975): “A Statistical Analysis of Association Football Attendances”. Applied Statistics, 24. 1 17-27.
Luck, David J., (1969), “ Broadening the Concept of Marketing Too Far”, Journal of Marketing, Vol, 33, July
Midwinter E., (1986), Fair Game : Myth and Reality in Sport, London, Allen and Unwin
Nystrom, P.H., (1954), Marketing Handbook, New York, New York Press Company
Sloan, L.R. (1979): “The Function and Impact of Sports for Fans; A Review of Theory and Contemporary Research”. In: Goldstein, J.H. (Ed), Sports, Games and Play; social and psychological viewponts. Lawrence Erlbaum, Hillsdate, NJ, pp. 219-262.
Spinrad, W. (1981): “The Function of Spectator Sports”, In Handbook of Social Science of Sports, Champaign, Illinois, USA.
Zillman, D., Bryant, J. and Sapolsky, B.S., (1979). “The Enjoyment of Watching Sports Contest”. In: Goldstein, J.H. (Ed), Sports. Games. and Play: Social and Psychological Viewpoints, Lawrence Erlbaum, Hillsdale, NJ, pp 297-335.
Zillman, D. and Paul B. Paulus, (1993), “Spectators: Reactions to Sport Events and Effects on Athletic Performance, in Handbook of Research on Sports Psychology, Robert N. Singer, Milledge Murphy and L. Keith Tennan (eds.) Macmillan Publishing, New York
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
de Burca, S., Brannick, T., Meenaghan, T. (2015). Spectators as Consumers - The Motivating Forces. In: Sirgy, M., Bahn, K., Erem, T. (eds) Proceedings of the 1993 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17323-8_137
Download citation
DOI: https://doi.org/10.1007/978-3-319-17323-8_137
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17322-1
Online ISBN: 978-3-319-17323-8
eBook Packages: Business and EconomicsBusiness and Management (R0)