Experiential consumption behaviour in sport: a suggested methodology

Abstract

This paper outlines a suggested methodology for experiential research into sport consumption. Experiential sports consumption research currently lacks a strong theory base. A major challenge in developing such a base is selecting appropriate methodologies which are able to capture the dynamic and holistic nature of the responses and behaviours of consumers before, during and after a sports event. This study examines the experiential consumption of televised NFL (American National Football League) games by NFL fans and advocates the use of a combination of phenomenological and positivist paradigms in conjunction with qualitative and quantitative methodologies. Such approaches may be applicable to wider contexts involving sports consumption experiences of both match attendees and television viewers. A deeper knowledge of experiential sport consumption is of interest to both administrators and marketers of sport as well as to advertisers and sponsors of sport and sport events.