ABSTRACT
This is the second chapter focused on helping sport marketers gain a conceptual understanding of sport consumers. In this chapter on consumer behavior, the reader will learn how to utilize basic cultural, personal, social, and psychological principles to explain how those factors directly affect individual purchasing and consumption behavior of participants, fans, spectators, volunteers, community, and corporate partners. Additionally, there will be an examination of the various types of sport consumer studies and how individual and environmental factors, socialization, and participation directly influence the decision-making and problem-solving processes for sport consumption through diffusion and adoption. Inclusive of this examination will be an analysis of the expected demographic, psychographic, geographic, and behavioristic characteristics of the sport consumer. Specific focus will be on the internal factors of personality, learning processes, motivations, attitudes, and perceptions. Additional focus will be on the external factors of culture, subculture, cross-culture, and social setting.
