Sports Consumer Behaviorism

Sports Consumer Behaviorism

At the SMASH lab, our research on Sport Consumer Behaviorism is at the forefront of understanding how various psychological, social, and emotional factors influence sports fans' behaviors and consumption patterns. Our work delves deeply into the cognitive and emotional processes that drive fan engagement, loyalty, and decision-making. By examining the effects of game outcomes, team identification, and situational emotions, we provide valuable insights into how sports events shape consumer attitudes and behaviors.

One of our primary research areas focuses on the emotional responses of sports spectators and how these emotions impact their consumption choices, particularly food and beverages. Our studies have revealed that game situation-dependent emotions, such as the excitement of a win or the disappointment of a loss, significantly influence fans' food cravings and preferences. By employing advanced methodologies, including AI-driven image analysis of social media posts, we can decode real-time food choices and understand how emotions and team identity interplay to drive consumption behavior.

Our research also explores the psychological mechanisms underlying sports consumer behavior, such as implicit team identification and its role in moderating status consumption. We investigate how fans' implicit associations with their favorite teams influence their purchasing decisions, from premium seating options to merchandise and sponsorship reactions. By examining the dual attitudes that fans hold towards athlete endorsements and the impact of athlete publicity, we aim to uncover the complex factors that shape consumer preferences and loyalty in the sports context.

Additionally, we explore how dominance motivation and social identity theories explain fans' food selection and indulgent choices. Our studies highlight the psychological underpinnings of consumption behavior, demonstrating how sport contexts can trigger specific responses based on fans' motivations and identities. This research is crucial for developing more effective sport marketing strategies and enhancing fan engagement, ultimately bridging the gap between theoretical insights and practical applications in the field of sport consumer behaviorism. Through our interdisciplinary approach, we aim to advance the understanding of sport consumer behavior and contribute to the broader field of sport management and marketing.

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