Understanding Participants As Consumers Feng Jing CHAPTER 4 Understanding Participants As Consumers Feng Jing

CHAPTER OBJECTIVES Define participant consumption behavior Explain the simplified model of participant consumption behavior Describe the psychological factors that affect participant decision making Identify the various external factors influencing participant decision making Describe the participant decision making process Understanding the different types of consumer decision making Discuss the situational factors that influence participant decision making

Question what sports or recreational activities have you participated during the past several months? You are Participant. Do sport marketers concern with the consumers who participate in sports? why?

Most popular participant sports in China 国际在线(2013年04月03日11:08)消息：2日发布的《中国体育产业发 展报告（2013）》调查显示，在过去一年中，中国人参与比例最高 的体育活动是散步。 散步以56.7%的比例位居第一，紧随其后的是羽毛球，跑步排名第3。 该报告还显示，以羽毛球、乒乓球、篮球等为代表的球类项目得到了 大多数中国人的喜爱――在中国人参与比例最高的10个体育活动中， 羽毛球以24%的比例排在总排名第2位，乒乓球排在第7，篮球排名第 8位。 据分析，散步、跑步、自行车、登山等中国人参与比例较高的体育活 动都属于成本较低、对场地要求不高的类型。 (Resource: http://sports.people.com.cn/n/2013/0403/c22176- 21013967.html)

New forms of participation More people take up starlight skating, camping, twilight tennis

Top 20 participant sports in US Activity and sports Number of participants （百万） 1. Recreational swimmers 95.1 2. Recreational walking 84.1 3. Recreational bicycling 56.2 4. Bowling 52.6 5. Freshwater fishing 44.5 6. Free weights 自由中量级 42.8 7. Tent Camping 40.8 8. Basketball 39.4 9. Day hiking 39.2 10. Treadmill exercise 跑步机 37.5 11. Billiards and pool 36.4 12. Fitness walking 36.0 13. Stretching 35.3 14. Running 34.0 15. Stationary cycling 31.0 16. Golf 28.2 17. In-line skating 轮滑 27.9 18. Calisthenics 健美体操 27.5 19. Weight and resistance machines 23.0 20. Darts 19.8

To successfully compete in the expanding sports participant market, sports organizations must develop a thorough understanding of participant consumption behavior and what affects it. Participant consumption behavior is defined as actions performed when searching for, participating in, and evaluating the sports activities that consumers believe will satisfy their needs.

Model of participant consumption behavior Situational factors Physical surroundings（自然环境） Social surroundings （社会环境） Task definition（任务定义） Time Antecedent states（先前状态） Internal factors Personality Motivation Learning Perception（知觉） Attitudes Participant decision-making process Problem recognition（问题识别） Information alternatives（信息搜寻） Evaluation of alternatives （评价选择对象） Participation Post-Participation Evaluation（评价） External factors culture Social class Reference groups（参考群体） Family

Example: Jack’s decision Jack, aged 33. He just moved to New York from Los Angeles. He always participates in sports and also wants to join in the organised sports. However, because of his job and the responsibility of taking care of the family, he only has time to participate in one organised sports. He is not sure which one he should participate. He wants to make friends and build his social networking by taking part in sports. Also, he prefers the sports with some competition. He also hopes to avoid injuries.

Q: 考虑到杰克的独特需要，他最适合 参与什么体育项目？如果在理想和实 际参与水平之间存在差异，那么决定 过程就开始了。 Problem recognition（问题识别）is the result of a discrepancy（差异） between a desired state and an actual state large enough and important enough to activate（激活） the entire decision- making process. Q: 考虑到杰克的独特需要，他最适合 参与什么体育项目？如果在理想和实 际参与水平之间存在差异，那么决定 过程就开始了。 Two factors: (1)the magnitude（大小、量级） or size of the discrepancy(偏差、分歧、 不一致); (2)the relative importance of the problem. Many consumers see a discrepancy between the “ideal” and “actual” body

information search（信息搜寻） Internal sources（内部资源）of information are recalled from our own memories and are based on previous exposure to sports and activities. External sources（外部资源） of information are environmentally based and can occur in three different ways. Personal resources Marketing resources Experiential resources

Evaluation of alternatives（评价选择对象） Jack considered all the possibilities and chose some sports for further consideration. These sports games are called 唤醒套(evoked set)。This evoked set includes all sports games: softball、basketball、bowling、 indoor soccer。 评价标准（evaluative criteria） The evaluative criteria has two important implication for sports marketers. First, sports marketers must ensure their sports are included in the evoked set of potential consumers. Second, sports marketers must understand what evaluative criteria are used by potential consumers and then must develop strategies to meet their needs.

Participation（参与） The participation stage of the decision making process might seem to be the most straightforward, but many things need to be considered other than actual deciding what sport to play. Post-participation Evaluation（参与后评 价） The first activity that may occur after consumers have made an important participation decision is cognitive dissonance. Another important activity that occurs after participation begins is evaluation.

Types of consumer decisions（消费者决策类型） Habitual problem solving Limited problem solving Extensive problem solving

Psychological of internal factors Personality Motivation Perception Learning Attitudes

Personality（个性） is defined as a set of consistent responses an individual makes to the environment. table: 高尔夫球手自我报告特征和个性特征 Best descriptors % Poorest descriptors responsible 80 bitter 3 Family-oriented 75 Sick a lot Self confident 70 extravagant 6 intelligent 66 Risk averse Fun-loving 64 virgin Team player 63 8 sensitive 62 lonely ambitious 61 Outside the mainstream 14 competent sexy 15 practical 60 Born again 16

Motivation（动机）is an internal force that directs behavior toward the fulfillment of needs. 动机是指导行为去实现需要的内部力量. Marx & Maslow Self-actualization needs (self development and realization) Esteem needs (self-esteem, recognition, status) Social needs (sense of belonging, love) Safety needs (security, protection) Physical needs (hunger, thirst) social spiritual natural

Perception（知觉）is defined as the complex process of selecting, organizing, and interpreting stimuli (刺 激)such as sports.

Perception（知觉）is defined as the complex process of selecting, organizing, and interpreting stimuli such as sports.

selective attention selective interpretation selective retention（记忆）

选择性注意(selective attention)

选择性注意(selective attention) How many photos are related to movie? What movie are shown? How many movies are about Titantic?

selective attention

selective attention 1500 Advertisements /everyday I know half of the ads fee is wasted, but I do not know which half.

selective attention What cause selective attention? Internal factors: needs and interest External factors: stimuli

selective interpretation

Selective retention How many ads have you watched yesterday? What have we learned last week?

Behavior is awarded or punished Learning（学习）is a relatively permanent change in response tendency due to the effects of experience. 行为学习(behavioral learning) 认知学习(cognitive learning) 社会学习(social learning) Specific behavior Behavior is awarded or punished Increase/decrease of behavior being happened again 图5-3 动作的条件作用模型

Attitude(态度) are learned thoughts, feelings, and behaviors toward some given objects. Cognitive Initial input Final output Participate in any sports Comprehensive attitude Feeling Behavior components

Sociological or external factors Culture Social class Reference groups

Culture(文化) is the learned values, beliefs, language, traditions, and symbols shared by a people and passed down from generation to generation. background age gender income lifestyle siblings Medium for socialising friends family parents teachers media Mechanism: Conditioning (条件作用) Social Result: Socialized consumers

Social class（社会阶层） is defined as the homogeneous division of people in a society sharing similar values, lifestyles, and behaviors that can be hierarchically（分等级的） categorized. Social class in America Class? Stratification?

Features of social stratification 1．People from same stratification has similar behavior than as other stratification’s people. 2．People rank themselves according to the social stratification they are in. 3．Stratification is not decided by one single variable, but is restricted by many variables such as occupation, education, value, income. 4．People can change the stratification they belong. They can move to a higher one or a lower one. 5．Social stratification is an important factor influencing people’s consumption place.

五大社会等级 （当代中国社会阶层结构图） 十大社会阶层 五大社会等级 （当代中国社会阶层结构图） 十大社会阶层 上：高层领导、大企业经理、高级专业 人员及大私营企业主 国家与社会管理阶层 经理人员阶层 中上：中低层领导、大企业中层管理人 员、中小企业经理、中级专业技术 人员及中等企业主。 私营企业主阶层 专业技术人员阶层 中中：初级专业技术人员、小企业主 办事人员、个体工商户 办事人员阶层 个体工商户阶层 商业服务业员工阶层 中下：个体劳动者、一般工商业服务人 员、工人、农民 产业工人阶层 农业劳动者阶层 底层：生活处于贫困状态度并缺乏就业 保障的工人、农民和无业、失业 半失失者业 城乡无业、失业阶层

Direct reference group Indirect reference group Reference groups（参考群体）are individuals who influence the information, attitudes, and behaviors of other group members. Direct reference group Indirect reference group Q: Please give some examples of direct reference group and indirect reference group.

Group effect (群体作用) 1．Shopping mode shopping mode will change when people are in a group. 2．Escape of association(社群逃避) eg. 3 monks 3．Risk deflection(风险转移) When in a group, people prefer to choose a plan which has more risks.

Family DINKS、divorced parents、single parents, or parents who are dually employed with kids (DEWKS)

Situational factors（情境因素） Situational factors are those temporary factors within a particular time or place that influence the participation decision- making process. Physical surroundings（自然环境） Social surroundings Task definition Time Antecedent states（先前状态）

Question: after class Are spectators consumers? What is your opinion?

Key terms and concepts Affective component 情感成分 Antecedents states 先前状态 Attitudes 态度 Behavioral component 行为成分 Behavioral learning 行为学习 Cognitive component 认知成分 Cognitive dissonance 认知不一致 Consumer socialization 消费者社会化 Decision-making process 决策制定过程 Esteem 自尊 Evaluation of alternatives 评价选择对象 Evaluative criteria 评价标准 Evoked set 唤醒套 Experiential source 实验资源 extensive problem solving 彻底的问题解决 habitual problem solving 习惯性的问题解决 Limited problem solving 有限的问题解决

Love and belonging 爱和归属 Maslow’s hierarchy of needs 马斯洛的需求层次理论 Motivation 动机 Participant consumption behavior 参与者消费行为 Perceived risk 预期风险 Perception 知觉 Personality 个性 Physical surroundings 自然环境 Physiological needs 心理需求 Post-participation evaluation 参与后评价 Primary reference group 主要参考群体 Problem recognition 问题识别 Safety needs 安全需求 Selective attention 选择性注意 Selective interpretation 选择性解释 Selective retention 选择性记忆 Self- actualization 自我实现 Situational factors 情境因素 Sports involvement 体育专注 Task definition 任务限定