Sport consumer behavior research: improving our game

Sport consumer behavior (SCB) research continues to grow in both popularity and sophistication. A guiding principle in much of this research has focused on the nature of sport-related experiences and the benefits sport consumers derive from these experiences. This emphasis has generated new knowledge and insights into the needs and wants of sport consumers. Although these efforts have contributed to the field's understanding of SCB, the vast majority of this research has centered on psychological phenomena and the evaluative and affective components of these sport experiences. Approaches to this work have also narrowed, with SCB research predominately relying on cross-sectional studies and attitudinal surveys to collect information. This has resulted in limited findings that seldom account for how various situational or environmental factors might influence attitudinal data patterns at the individual and group level. This special issues seeks to deepen our understanding of SCB by providing seven papers that demonstrate or validate findings using multiple studies or data collections.

Cross-cultural consumer/consumption research : dealing with issues emerging from globalization and fragmentation

To understand the effects of globalization and fragmentation, macromarketing scholars need insights about links between individual consumer behavior and societal outcomes. The challenge in this regard is to create a program of macrooriented cross-cultural research. This article offers a crosscultural consumer behavior research framework for this purpose. The framework encompasses four key areas of consumer behavior that are related to the forces of globalization and fragmentation, including the environment, identity, wellbeing,and market structure and policy. A discussion of these substantive areas is followed by a suggested macro-microoriented research agenda and a call for paradigm plurality in pursuing this agenda.

Does humor work in advertising of pharmaceutical products?

This thesis aims to evaluate whether humorous television commercials (TVCs) work for non-prescription drugs, known as “over-the-counter” (OTC). The construct humor in advertising is controversial since it involves complex and broad typology, and depends on the audience characteristics. Several studies within different product categories indicated that some consumer goods are better suited for humorous TVCs, while others, such as OTC drugs, may not take advantage from it. Paradoxically, drug announcers spend billions of dollars worldwide in humorous OTC ads. An experiment with real consumers was designed as between-and-within-subjects, to test three hypotheses. Sixty women were exposed to pairs of humorous and non-humorous TVCs, for each of the three drug categories (analgesics, vitamins, and laxatives). We used fictional brand names and real ads, and measured four dependant variables: attitude toward the advertising (AAD), attitude toward the brand (ABR), purchase intention (PI), and brand choice (BC), after subjects being exposed to manipulations of two independent variables: humorous vs. non-humorous TV commercials, for the drug categories. Conditional logit model confirmed that humor does not help to persuade respondents, whose choices, attitudes, and purchase intention were less favorable with humorous TVCs, in comparison to non-humorous executions. Future research is presented regarding marketing for pharmaceutical products.

When size matters: exploring perceptions and justifications of deviant consumer behavior

Deterrence strategies for deviant consumer behavior are criticised for their ‘one size fits all’ approach. In two studies, this paper examines how the size of harm and size of victim influences consumer perceptions of deviant consumer behavior. Deterrence strategies are recommended that overcome the differences in consumer perceptions of deviance.

Sustainability & Consumer behavior towards Sustainability in Norway and Sweden

AimSustainability has become an important factor to consider while buying goods and services. People are being more conscious toward environmental impacts of products and services. This attitude has motivated many businesses to develop their production in contact with sustainability. The aim of this paper is to investigate different consumer behaviors toward sustainability in general and in relation to vehicles in Norway and Sweden.ApproachThe project has been embarked by dividing it into two tasks.1. Analyzing past, present and future development, growth and importance of sustainability concept. Describe the role of Government authorities in Norway and Sweden to promote sustainable consumption.2. Investigating important factors of consumer behaviors which influence their buying decision toward sustainable products in general and in relation to sustainable vehicles. Highlight the role of vehicle manufacturing companies to promote sustainable consumption.MethodA research has been conducted in order to explore consumer behavior toward sustainability in Norway and Sweden. Research is based on Document study and primary research which include questionnaire survey with consumers and interviews with vehicle dealers. In addition an expert inquiry is conducted to light up consumer intensions in Norway and Sweden toward sustainability.ResultsThe result of investigation has been revealed in shape of analyses and conclusion at the end. A comparison has been made between primary research and secondary research and findings are overlapping. Sustainable vehicles are being more popular among consumers in Norway and Sweden. Consumption trends are changing over time and environmental friendly attitudes are more developing among Swedish consumers as compared to Norwegian.

Explaining the environmentally sustainable consumer behavior: a social capital perspective

Purpose - The purpose of this study is to examine the effects of social capital within a community on the adoption of consumer eco-behaviour or environmentally sustainable behaviour of consumers. The authors draw on the behavioural perspective model (BPM) of consumer behaviour and social capital theory in arguing that social capital shapes a consumer's knowledge of environmental issues and pro-environmental attitudes, which in turn influence a consumer's perceived capability to engage in eco-behaviour. Design/methodology/approach - This study uses partial least squares approach to structural equation modelling of survey data involving 1,044 consumers in the Philippines. It involves testing of a measurement model to examine the validity and reliability of the constructs used in the study. This is followed by testing of the structural models to test the hypothesised relationships of the constructs. Findings - The results suggest the substantive influence of social capital on environmental knowledge, pro-environmental attitudes and eco-capability. Both knowledge and attitudes have positive effects on eco-capability, which in turn positively shapes eco-behaviour. Research limitations/implications - Future studies can examine how social capital as a multi-dimensional construct impacts context-specific consumer behaviour. Practical implications - Social and environmental marketing may focus on social network activation to encourage eco-behaviours of consumers. Social implications - Findings highlight the role of social capital within one's community as a resource channel to encourage environmentally responsible consumer behaviour. Originality/value - The study extends the BPM by offering a social capital view as a more nuanced explanation of consumer eco-behaviour.

Coffee house consumer behavior in Changsha, China

Women in Changsha are patronizing coffee-houses, ordering beverages and sweets, and disliking the taste of the expensive product purchased. This thesis is an exploratory research study conducted in Changsha, China with a consumer behavior focus. It uses primary surveys and interviews in addition to secondary sources from books, articles, and academic journals. It seeks to identify underlying motives for purchasing behavior from working women in the developing third-tier city Changsha, Hunan, China. It delves into the psychology of the working women who spend their hard-earned discretionary incomes at costly western chain coffee-houses. The inland mass-market consumer class feels the desire to project their newly established status while needing to save money for their personal future, their children’s schooling, and their parent’s retirement. They must wisely spend discretionary income while satisfying social societal norms. An individual’s self-concept plays and important role in determining which coffee shop she will frequent and what she will order. Daylight Donuts, Starbucks, Costa Coffee and local café’s all serve brewed coffee but they have different associations. This study aims at understanding the influencing factors associated with coffee-house brand equity and how the consumer’s perception of the brand forms her purchasing behavior. All coffee-house brands are relatively new in Changsha, none existing more than seven years. They do not have lasting ties with the community and need to create consumer relationships to ensure sustainability. Changsha women are bold and strong willed. If a corporation is to succeed in the future of Hunan, it will need to create an environment of hospitality excellence, place socially responsible roots in the society, and ask its customers what they want.

Identity Changes and Consumer Behavior. How Becoming Parents Changes Our Consumption Choices

This research aims at investigating the impact of the identity change on consumption. An identity change is defined as the acquisition of a new identity after a life change event. For instance after the birth of the first child the new identity as parent is acquired and a woman can define herself as a mother. Despite marketing research recognizes that individuals’ identity is unstable and susceptible to change, the investigation of the identity change is still in its infancy. Furthermore, marketing research did not investigate the contextual effect of the new as well as the old identity on individuals’ reaction toward identity-marketing. In order words, whether people show a more favorable reaction toward product related to their new or their old identities after an identity change is still unclear. In order to answer this question, five studies are conducted. Results show that when the new identity substitutes the old one, people show a more positive reaction toward new-identity related products, while when the new identity is added to the old ones, people show a more positive reaction toward old-identity related products. This is the case also when the new identity accounts for high levels of identification (study three) and when the old identity is squeezed by the new one (studies four and five). A new concept, the identity strain, is then introduced and discussed.

The use of disliked gifts from a consumer behavior perspective

To use or not to use a disliked gift is a dilemma for recipients. Their choice will affect their relationship with the giver as well as marketing and business. However, the study of this topic is scarce in the consumer behavior discipline. Through a survey on 1269 adults in Ecuador, a Latin American country, this study identifies variables from the recipient, the giver, their relationship, and the gift. These variables provide the solution to the dilemma and, according to these findings, present implications for theory and practice.

Market analysis and consumer impacts source document. Part III: consumer behavior and attitudes toward fuel efficient vehicles. Final report.

National Highway Traffic Safety Administration, Office of Research and Development, Washington, D.C.

Consumer behavior towards fuel efficient vehicles. Volume II: consumer sentiments towards fuel efficient vehicles. Final report.

National Highway Traffic Safety Administration, Technology Assessment Division, Washington, D.C.

Consumer behavior of individual families over two & three years.

Mode of access: Internet.

Relationship between sport commitment and sport consumer behavior

The purpose of this study was to examine the relationships between sport commitment and three types of sport consumer behaviors: participation frequency, sporting goods and media consumption. A survey was conducted among sport participants of both individual and team sports, fitness and outdoor activities (n= 900). The survey included questions related to demographic information, measures of sport commitment and sport consumption behavior. The results analyzed trough structural equation modeling showed that the sport commitment influences positively the participation frequency, sporting goods consumption and media consumption. Implications of these results are discussed and suggestions for future research on sport consumers are provided.

Relationship between sport commitment and sport consumer behavior

The purpose of this study was to examine the relationships between sport commitment and three types of sport consumer behaviors: participation frequency, sporting goods and media consumption. A survey was conducted among sport participants of both individual and team sports, fitness and outdoor activities (n= 900). The survey included questions related to demographic information, measures of sport commitment and sport consumption behavior. The results analyzed trough structural equation modeling showed that the sport commitment influences positively the participation frequency, sporting goods consumption and media consumption. Implications of these results are discussed and suggestions for future research on sport consumers are provided.