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Fanatic consumer behavior: Athletics as a consumption experience
Author(s) -
Hill Ronald Paul,
Robinson Harold
Publication year - 1991
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220080202
Subject(s) - feeling , psychology , consumption (sociology) , consumer behaviour , social psychology , sample (material) , advertising , sociology , social science , chemistry , chromatography , business
This research is an attempt to explore the effects of fanatic consumer behavior on the activities and resulting feeling states of consumers. Using a random national sample of triathletes, results demonstrate that extreme involvement with their sport affects many aspects of their lives, and produces both positive and negative feelings. A model, comprising motivations, resulting behaviors, and affective outcomes, is developed and validated. Finally, implications for future investigations of fanatic consumer behavior are provided.