The Fan Attitude Network (FAN) Model: Exploring Attitude Formation and Change among Sport Consumers
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CONTRIBUTORS:
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JOURNAL:
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YEAR:
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2004
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PUB TYPE:
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Journal Article
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SUBJECT(S):
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Sport, Attitude Formation, Identification, Loyalty
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DISCIPLINE:
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Recreation, Sports & Leisure Studies
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HTTP:
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http://http:www.smaanz.org
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LANGUAGE:
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None
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PUB ID:
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103-405-103
(Last edited on
2008/10/21 04:19:50 GMT-6)
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SPONSOR(S):
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ABSTRACT:
Attitude-related research in the existing sport literature has focused on measurement of the affect component to examine existing attitudes toward sports teams. Recent studies question the sole reliance upon affective reactions to assess sport consumers’ attitudes toward sports teams. Current thinking conceptualises attitudes as possessing distinct structural properties such as importance, extremity, accessibility, certainty, etc., whose combined presence are believed to be a better measure of attitude formation toward a focal object. The article presents a conceptual model to advance our understanding of attitude formation relative to sport and athletic teams. The Fan Attitude Network (FAN) Model proposes a process through which the fulfilment of dispositional needs serves as a catalyst for the internalisation of a sports team. The internalisation process culminates in a sport identity that mediates the formation of the structural property importance, which in turn influences the formation of additional structural properties that subsequently impact attitude consequences such as fan loyalty. Based upon the proposed FAN Model, two directions for future research are offered for the systematic study of attitude formation among sport consumers.
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