PEP614 Consumer Behavior in Sport

Students are asked to read four or five readings each week. Each week, there usually will be two types of readings.

1. One to three background readings are articles from base social science literature or review articles from sport consumer behavior literature. These readings provide a good introduction to the topic and should help if you have no background in the area. You should read these prior to reading the assigned readings.

2. Two to three articles from the sport consumer behavior literature. These articles represent our discipline’s efforts to generate knowledge. I will spend 15-60 minutes discussing each. The articles are listed in the syllabus in the order I will discuss them. I have marked the articles according to the amount of time I will spend discussing them (A = most, C = least).

A quiz on assigned readings or previous week’s lecture may be administered each class. Each quiz will take no more than 10 minutes to complete (i.e., No student will be allowed to take more than 10 minutes to answer the quiz questions). Approximately 10 quiz will be administered through the semester.

The reading list may be updated throughout the term in order to include recent publications and accommodate class interest.

Class participation is critical. If you do not express your ideas, you can not learn. All participants are expected to participate in the discussions actively by asking questions, offering opinions, and engaging other participants in an exchange of ideas. The instructor will maintain a session log noting discussion participants. The instructor will give a total of 5 points of a given week’s discussion; failure to engage in some portion of a week’s discussion will be graded as non-participation for that week.

It is critical that you study the reading materials in advance each week. If you cannot commit time to read and study the assigned articles. You should take this course at another time when you can devote more time to the course. You will not succeed in this course if you only read each week’s materials superficially.

To facilitate class discussion, I will make teams of two students responsible for leading the discussion of an article. There will be some weeks when multiple teams will be responsible (each for a separate article). There will be other weeks where only one team is responsible (for a single article). Our goal is to improve your ability to critique an article over the course of a semester. No Powerpoint slides. No typed slides. You can draw on an overhead or two if it will help illustrate your point. Refer to appendix for guidelines for critiquing an article.

Depending the size of the class, each student may lead approximately four articles through the semester.

From this exposure, it is hoped that students will be motivated to pursue one of the theoretical areas in greater depth. To enhance this process, each student will be required to write a 15-20 page research proposal in which she/he develops either: (1) a conceptual framework for research in an area, (2) an original theoretical model of a sport consumer behavior phenomenon, or (3) an experiment to be carried out (in the future) by the student. The students will have to present their papers to the class.

Be noted that the proposal will be due in the 14th week. It is advisable that every student starts to think about the project as early as possible. It is desirable that the project will have certain consumer behavior elements even though your main research areas may be not sport consumer behavior.

In some of the sessions, you are required to develop a research idea, based on one or more (preferably more!) of the papers assigned for that week’s session (indicated by the words âĂIJIDEA PAPERâĂİ). The idea paper should be a maximum of one page (single space), comprising the rationale for your idea and a statement of hypothesis. It could either theoretically extend an issue described in the readings (e.g., identifying a boundary condition for a key result), or it could identify conditions in which a reversal of results might be expected, or it could tie together different papers to come up with a novel conceptualization/debate resolution. Depending on class time, up to two idea papers will be discussed in every session which has this requirement. A hard copy of the idea paper need to be turned in when the class meets.

The idea paper has to be relevant to the week’s topic and has a carefully crafted research problem.

Please Note: Apart from the sessions in which an idea paper is required, I encourage you to think of research ideas based on your readings for the other sessions as well. Whenever you come up with any idea, discuss it with someone. And also, do make sure you save it somewhere; you never know that it may inspire your future research.

\\Note: develop good habits now. Approach each article as if you were reviewing it for a journal.

• Research Design Foundational Reading (Background)

• Calder, B. J., \& Tybout, A. M. (1987). What consumer research is. Journal of Consumer Research, 14(1), 136-140. (Background) - Evolution of consumer research

• Madrigal, R., \& Dalakas, V. (2008). Consumer psychology of sport: More than just a game. Handbook of consumer psychology, 857-876. (Background)

• Kwon, H. H., \& Armstrong, K. L. (2006). Impulse purchases of sport team licensed merchandise: What matters? Journal of Sport Management, 20(1), 101-119. (A) - Suppose to be an example of scientific knowledge. Article for critiquing.

• Wann, D., \& Dolan, T. (1994). Attributions of highly identified sports spectators. Journal of Social Psychology, 134, 783-792. (A) Suppose to be an example of scientific knowledge. Article for critiquing.

% New for Future

• Funk, D. C. Introducing a sport experience design (sx) framework for sport consumer behaviour research. Sport Management Review.

• Calder, B., Phillips, L., \& Tybout, A. (1982). The concept of external validity. Journal of Consumer Research, 240-244. (Background)

• Lynch, J. (1982). On the external validity of experiments in consumer research. Journal of Consumer Research, 9(3), 225-239.(Background)

• Calder, B., Phillips, L., \& Tybout, A. (1983). Beyond external validity. The Journal of Consumer Research, 10(1), 112-114.(Background)

• Lynch Jr, J. (1983). The role of external validity in theoretical research. The Journal of Consumer Research, 10(1), 109-111.(Background)

• Jordan, J. S., Walker, M., Kent, A., \& Inoue, Y. (2011). The frequency of nonresponse analyses in the Journal of Sport Management. Journal of Sport Management, 25(3), 229-239.(Background)

• Kim, Y. K., \& Trail, G. (2010). Constraints and motivators: A new model to explain sport consumer behavior. Journal of Sport Management, 24(2), 190-210. (B) \\Leader: $\rule{8cm}{0.15mm}$

• Kerlinger - Problem and Hypotheses (background, classical theory driven viewpoint)

• Thomas, G., What's the use of theory?, Harvard educational review, 67(1), 75–105 (1997). (background - interesting anti-theory viewpoint)

• Keller, K. L., Conceptualizing, measuring, and managing customer-based brand equity, Journal of marketing, 57(1), 1–22 (1993). (background - famous seminal paper - must read)

• McCracken, G., Who is the celebrity endorser? cultural foundations of the endorsement process, Journal of Consumer Research, 16(3), 310–321 (1989). (B)

• Gwinner, K., A model of image creation and image transfer in event sponsorhsip, International Marketing Review, 14(2/3), 145 (1997). (B, focusing on how the model was developed (page 145-152). any logical problem? )

• Gwinner, K. P., & Eaton, J., Building brand image through event sponsorship: the role of image transfer, Journal of Advertising, 28(4), 47–57 (1999). (A)

• Grohs, R., & Reisinger, H., Image transfer in sports sponsorships: an assessment of moderating effects, International Journal of Sports Marketing and Sponsorship, 7(1), 36–42 (2005). (A)

• Smith, G., Brand image transfer through sponsorship: a consumer learning perspective, Journal of marketing management, 20(3-4), 457–474 (2004). (A, focusing on how this model compares to Gwinner's model)

• Mao, L. L., Zhang, J. J., Connaughton, D. P., Holland, S., & Spengler, J. O., An associative learning account of branding effects of sponsorship, JOURNAL OF CUSTOMER BEHAVIOUR, 12(1), 25–51 (2013). [optional: if you are interested, you can read the introduction and literature review; I also attached my presentation based on this article for quick review of the topic area]

• Baron, R. M., \& Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173. (Background)

• Zhao, X., Lynch, J. G., \& Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of consumer research, 37(2), 197-206. (Background)

• Kwon, H. H., Trail, G., \& James, J. D. (2007). The mediating role of perceived value: Team identification and purchase intention of team-licensed apparel. Journal of Sport Management, 21(4), 540. (B)

\\Leader: $\rule{8cm}{0.15mm}$

• Walker, M., Heere, B., Parent, M. M., \& Drane, D. (2010). Social responsibility and the Olympic Games: The mediating role of consumer attributions. Journal of Business Ethics, 95(4), 659-680. (A)\\Leader: $\rule{8cm}{0.15mm}$

• Trail, G. T., Kim, Y. K., Kwon, H. H., Harrolle, M. G., Braunstein-Minkove, J. R., \& Dick, R. (2012). The effects of vicarious achievement on BIRGing and CORFing: Testing moderating and mediating effects of team identification. Sport Management Review, 15(3), 345-354.(A)\\Leader: $\rule{8cm}{0.15mm}$

• Deighton, J. (1992). The consumption of performance. Journal of consumer research, 19(3), 362-372. (background)

• Holt, D. B. (1995). How consumers consume: A typology of consumption practices. Journal of consumer research, 22(1), 1-16. (background)

• Yoshida, M. (2017). Consumer experience quality: A review and extension of the sport management literature. Sport Management Review, 20(5), 427-442. (background)

• Funk, D. C., Mahony, D. F., & Ridinger, L. L. (2002). Characterizing consumer motivation as individual difference factors: Augmenting the sports interest inventory (SII) to explain level of spectator support. Sport Marketing Quarterly, 11(1). (A)

• Jang, W., Ko, Y. J., Wann, D. L., & Kim, D. (2017). Does spectatorship increase happiness? The energy perspective. Journal of Sport Management, 31(4), 333-344. (A)

• Funk, D. C., Ridinger, L. L., \& Moorman, A. M. (2004). Exploring origins of involvement: Understanding the relationship between consumer motives and involvement with professional sport teams. Leisure Sciences, 26(1), 35-61. (B)

• Burmann, C., Jost-Benz, M., & Riley, N. (2009). Towards an identity-based brand equity model. Journal of Business research, 62(3), 390-397. (Background)

• King, C., & Grace, D. (2009). Employee based brand equity: A third perspective. Services Marketing Quarterly, 30(2), 122-147. (Background)

• King, C., & Grace, D. (2010). Building and measuring employee-based brand equity. European Journal of Marketing, 44(7/8), 938-971. (Optional, not required)

• Biedenbach, G., Bengtsson, M., & Wincent, J. (2011). Brand equity in the professional service context: Analyzing the impact of employee role behavior and customer–employee rapport. Industrial Marketing Management, 40(7), 1093-1102. (Optional, not required)

• Kunkel, T., Funk, D., & Hill, B. (2013). Brand architecture, drivers of consumer involvement, and brand loyalty with professional sport leagues and teams. Journal of Sport Management, 27(3), 177-192.(Christle, Yong)

• Kim, K. A., & Byon, K. K. (2018). A mechanism of mutually beneficial relationships between employees and consumers: A dyadic analysis of employee–consumer interaction. Sport Management Review, 21(5), 582-595. (A: Dada, Yan)

• Tversky, A., \& Kahneman, D. (1974). Judgment under uncertainty - heuristics and biases. Science, 185(4157), 1124-1131. (Background; a must-read classic, foundation of modern behavioral science)

• Kahneman, D. (2003). Maps of bounded rationality: Psychology for behavioral economics. American Economic Review, 93(5), 1449-1475. (Background; a must-read classic, Kahneman's nobel prize speech)

• Lee, J. S., Kwak, D. H., \& Moore, D. (2015). Athletes' transgressions and sponsor evaluations:A focus on consumers' moral reasoning strategies. Journal of Sport Management, 29(6), 672-687.(A) \\Leader: $\rule{8cm}{0.15mm}$

• Sato, S., Ko, Y. J., Kaplanidou, K., \& Connaughton, D. (2016). Consumers' comparative evaluative judgment of athlete endorsers. Journal of Sport Management, 30(5), 553-565. (A) \\Leader: $\rule{8cm}{0.15mm}$

• Chang, Y. (2018). Exploring the patterns of dual attitude changes in the context of athlete endorsement: The interplay of fit, evaluative conditioning, and introspection focus. Journal of Sport Management, 32(5), 413-425.