ABSTRACT
Initiation of sport participation is influenced considerably by motivation. Thus, if demonstration effects occur, it is reasonable to expect that changes in sport motivation are implicated in explaining their impact. This chapter introduces sport-policy scholars aspects of theories relevant to sport participation; and uses this material to discuss the potential impact of viewing the 2012 games on viewers' sport motivation. Investigation of the theories/models reveals three themes that have particular relevance to the present debate: confidence/competence; attitudes and norms; and stage of participation. It is suggested that an increase in coverage of non-elite sport on television/Internet during the 2012 games may increase the potential for a demonstration effect resulting from London 2012. However, such an effect is only likely to be reflected in long-term increases in sport participation if people inspired to participate in sport by the 2012 games enter into sport environments that then promote optimal motivation.
