Marketing of risky sports: From intention to action |
| |
Authors: | Aviv Shoham Gregory M Rose Lynn R Kahle |
| |
Institution: | (1) Technion-Israel Institute of Technology, Israel;(2) University of Mississippi, Mississippi, USA;(3) University of Oregon, Oregon, USA |
| |
Abstract: | High-risk sports, such as skydiving, parachuting, and hang gliding, have become increasingly popular in recent years. This
article uses expectancy-value theory to integrate previous research on risky behavior and risky sports. The model that is
developed relates the expected benefits of risky sports to several antecedents; specifically, thrill and adventure seeking,
arousal avoidance, role relaxation, and age. Two samples are drawn to represent the general population, as well as people
just joining risky-sports clubs. In the general population, the intention to engage in risky sports is related to the ability
to arouse curiosity. Other motives, specifically thrill and adventure seeking, become more salient as an individual moves
closer to actually engaging in a risky sport.
Aviv Shoham (Ph.D., University of Oregon) is a lecturer of marketing, Faculty of Industrial Engineering and Management, Technion—Israel
Institute of Technology, Haifa, Israel. He has published or has forthcoming articles in journals such as theJournal of Business Research, theJournal of Advertising Research, theJournal of International Marketing, theJournal of Global Marketing, theJournal of International Consumer Marketing, and other marketing journals. He is also a frequent contributor to several marketing conferences.
Gregory M. Rose (Ph.D., University of Oregon) is an assistant professor of management and marketing at the University of Mississippi. His
research has been published or is forthcoming in theJournal of Consumer Research, theJournal of Business Research, theJournal of Global Marketing, theJournal of Business Ethics, theJournal of Applied Social Psychology, Advances in Consumer Research, and other journals and proceedings.
Lynn R. Kahle is the James Warsaw professor and department chair of marketing at the University of Oregon. Topics of his research include
social adaptation, values, and sports marketing. His articles have appeared in journals such as theJournal of Consumer Research, theJournal of Marketing, Sport Marketing Quarterly, Public Opinion Quarterly, theJournal of Personality and Social Psychology, andChild Development. His books includeSocial Values and Social Change, Marketing Management, andValues, Lifestyles, and Psychographics. |
| |
Keywords: | |
本文献已被 SpringerLink 等数据库收录! |
|