ERIC Number: EJ662077
Record Type: Journal
Publication Date: 2002
Reference Count: N/A
Motivational Factors for Evaluating Sport Spectator and Participant Markets.
McDonald, Mark A.; Milne, George R.; Hong, JinBae
Sport Marketing Quarterly, v11 n2 p100-13 Jun 2002
Suggests a motivations framework to organize constructs for evaluating sport consumption. Researchers developed scales to measure motivations for spectating and participant markets, then surveyed 1,611 sports enthusiasts nationwide, profiling sports using motivational constructs. The proposed constructs are shown to have implications for marketing managers, advertising agencies, and other researchers in sport marketing. (Contains reference.) (SM)
Descriptors: Achievement, Aesthetic Values, Affiliation Need, Aggression, Athletes, Athletics, Audiences, Competition, Marketing, Motivation, Physical Fitness, Self Actualization, Self Esteem, Skill Development, Stress Management, Values
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Publication Type: Guides - Non-Classroom; Journal Articles
Education Level: N/A
Authoring Institution: N/A