KRLS 105: LECTURE 24 - FANS AND CONSUMER
BEHAVIOUR
What are communication communities? - Answer -Different ways that we consume
sports.
What are the 3 communication communities? - Answer -1. Spectators (Attend events)
2. Viewers (watch through other forms of media)
3. Readers (follow sports news online or via newspaper)
What are the 3 consumption communities? - Answer -1. Competitors (those who
engage in competitive)
2. Fitness (engage in activities for fitness reasons)
3. Nature
What is social identity? - Answer -We define ourselves by or memberships and
affiliations to various social groups. A person's self concept is comprised of many self-
identities. Team or sport identification represents one type of self-identity.
What are some keys about social identity? - Answer -1. People motivated to maintain a
positive social identity.
2. Seek association with successful others to enhance their esteem in the eyes of
others.
3. Highly identified fans more likely to attribute wins to players and fans and losses to
poor refereeing or fate.
4. See in-group members as similar and out-group as different.
What is the link between team identification and sponsorship? - Answer -Fans support
a team's sponsors because they view it as consistent with goals and values of the team.
What are the determinants? - Answer -a) consumer preferences
b) income
c) price of the good
d) price of other goods
What is the income effect? - Answer -a change in quantity demanded caused by a
change in consumer income
What is the substitution effect? - Answer -An effect caused by a rise in price that
induces a consumer (whose income has remained the same) to buy more of a relatively
lower-priced good and less of a higher-priced one.
Substitution effect is always negative for the seller: consumers always switch from
spending on higher-priced goods to lower-priced ones as they attempt to maintain their
living standard in face of rising prices.
BEHAVIOUR
What are communication communities? - Answer -Different ways that we consume
sports.
What are the 3 communication communities? - Answer -1. Spectators (Attend events)
2. Viewers (watch through other forms of media)
3. Readers (follow sports news online or via newspaper)
What are the 3 consumption communities? - Answer -1. Competitors (those who
engage in competitive)
2. Fitness (engage in activities for fitness reasons)
3. Nature
What is social identity? - Answer -We define ourselves by or memberships and
affiliations to various social groups. A person's self concept is comprised of many self-
identities. Team or sport identification represents one type of self-identity.
What are some keys about social identity? - Answer -1. People motivated to maintain a
positive social identity.
2. Seek association with successful others to enhance their esteem in the eyes of
others.
3. Highly identified fans more likely to attribute wins to players and fans and losses to
poor refereeing or fate.
4. See in-group members as similar and out-group as different.
What is the link between team identification and sponsorship? - Answer -Fans support
a team's sponsors because they view it as consistent with goals and values of the team.
What are the determinants? - Answer -a) consumer preferences
b) income
c) price of the good
d) price of other goods
What is the income effect? - Answer -a change in quantity demanded caused by a
change in consumer income
What is the substitution effect? - Answer -An effect caused by a rise in price that
induces a consumer (whose income has remained the same) to buy more of a relatively
lower-priced good and less of a higher-priced one.
Substitution effect is always negative for the seller: consumers always switch from
spending on higher-priced goods to lower-priced ones as they attempt to maintain their
living standard in face of rising prices.
