ABSTRACT
The chapter details various personal, psychological and environmental factors that make the sport consumption decision-making process unique from other consumer scenarios. It concludes with a discussion of how diverse involvement levels among consumer bases influence the development of marketing strategies. The study of sport consumer behaviour emerged from a variety of academic disciplines to specifically focus on understanding sport-consumption activities. The sport consumption decision-making process is complex, but it can be simplified into three sequential phases: labelled inputs, processes and outputs. Psychological inputs are internal to the consumer. Psychographics can be used to help identify psychological inputs. Sport consumer researchers have developed a number of survey tools to measure a wide range of psychological motives specific to spectators. Personal inputs represent person-specific factors or dispositional characteristics that influence the sport-consumption decision-making process. Environmental inputs are external to the actual consumer. There are a number of situational and individual constraints that serve as inputs.
