Powell, Brendan and Lawley, Meredith and Johnson Morgan, Melissa (2008) I'm not playing anymore: developing a model of why consumers stop playing social sport. In: ANZMAC 2008: Shifting Focus from the Mainstream to Offbeat, 1-3 Dec 2008, Sydney, Australia.
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While a diverse range of programs and sports marketing research has been undertaken to explain the effects of participation in sport in general, little research has addressed how to increase sport participation rates and even less attention has been given to why participants choose to stop participating in social sport. This paper begins to address this gap by building a conceptual model identifying the psychological stages of a person’s participation in sport, specifically looking at why people stop participating. The model draws from a number of multi-disciplinary models utlising relevant constructs from each. Drawing on concepts from psychological, cultural and social frameworks the proposed model focuses specifically on why people choose to stop participating in social sport and proposes a more comprehensive examination and hence a better understanding of this important area.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||Authors retain copyright.|
|Uncontrolled Keywords:||social sports; sport; participation|
|Subjects:||320000 Medical and Health Sciences > 321400 Human Movement and Sports Science > 321404 Sport and Exercise Psychology
350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research
|Depositing User:||Dr Melissa Johnson Morgan|
|Date Deposited:||24 Feb 2009 03:17|
|Last Modified:||02 Jul 2013 23:13|
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