I'm not playing anymore: developing a model of why consumers stop playing social sport

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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Abstract

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.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Authors retain copyright.
Depositing User: Dr Melissa Johnson Morgan
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 24 Feb 2009 03:17
Last Modified: 02 Jul 2013 23:13
Uncontrolled Keywords: social sports; sport; participation
Fields of Research (FOR2008): 17 Psychology and Cognitive Sciences > 1701 Psychology > 170114 Sport and Exercise Psychology
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
16 Studies in Human Society > 1604 Human Geography > 160402 Recreation, Leisure and Tourism Geography
Socio-Economic Objective (SEO2008): B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/4908

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