Experiential consumption behaviour in sport: a suggested methodology

Johnson Morgan, Melissa and Jocumsen, Graham and West, Kristy (2004) Experiential consumption behaviour in sport: a suggested methodology. In: ANZMAC 2004: Marketing Accountabilities and Responsibilities, 29 Nov-1 Dec 2004, Wellington, New Zealand.

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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.

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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.
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 05 Mar 2010 04:49
Last Modified: 02 Jul 2013 23:41
Uncontrolled Keywords: sport; experiential; methodology
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
URI: http://eprints.usq.edu.au/id/eprint/6982

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