Kahle, Kambara and Rose (1996) A functional model of fan attendance motivations for college football

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A functional model of fan attendance motivations for college football

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CONTRIBUTORS:

	Author:	Kahle, L. R. (University of Oregon)
	Author:	Kambara, K. M.
	Author:	Rose, G. M.

JOURNAL:

Sport Marketing Quarterly [SMQ], 5(4), 51 - 60.

YEAR:

1996

PUB TYPE:

Journal Article

SUBJECT(S):

football; university; spectator; motivation; sex-factor; attitude; marketing

DISCIPLINE:

Recreation, Sports & Leisure Studies

HTTP:

https://secure.sportquest.com/su.cfm?articleno=407227&title=407227

LANGUAGE:

English

PUB ID:

103-337-749 (Last edited on 2002/02/27 18:43:51 US/Mountain)

SPONSOR(S):

ABSTRACT:
This paper uses Kelman's functional theory of attitudinal motivation to construct and empirically to test a model of fan attendance at college football games, based on survey data from 112 students at a large public university in the Pacific Northwest region of the United States. Results imply that consumers are primarily motivated by a desire for a unique, self-expressive experience, camaraderie (a desire for group affiliation), and internalization (an overall attachment to and love of the game). Antecedents of seeking a unique, self expressive experience include identification with winning and the desire for a self-defining experience. Antecedents of camaraderie include obligation and compliance. Gender differences were also found. Marketing implications congruent with the model are offered.

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