Abstract
The purposes of this study were twofold. First a typology for the categorization of consumers of spectator sports based solely upon their levels of consumption as members of both the live and the media-based audiences was developed. The four segments were given names based upon the individuals’ levels of consumption as members of both of the two alternative audiences. Specifically, the resulting segments comprised the sports-immersed fans, venue-based enthusiasts, media-based fans, and sports contrarians. Subjects also responded to a set of 34 sports-oriented psychographic statements which allowed for lifestyle-based profiles to be developed for each of the four designated segments. Based on the reported measures, meaningful differences across the four segments were identified.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
DOI
10.20429/jamt.2012.030104
Publication Date
10-2012
Recommended Citation
McCullough, Tammy, and Fullerton, Sam (2012). Psychographic segmentation in a unique service industry: A typology based on consumers’ levels of consumption of live and media-based spectator sports. Journal of Applied Marketing Theory, 3(1), 38-54. ISSN: 2151-3236. https://digitalcommons.georgiasouthern.edu/jamt/vol3/iss1/4