2012- 21st Annual NC State Undergraduate Research Symposium

Session Time : 4/10/12 10:30 AM - 4/10/12 11:45 AM

Content Area : Parks, Recreation & Tourism Management

Poster Appointment: NONE

Student Presenters :
Christopher William Schaefer Parks, Recr & Tourism Mgmt

Mentors and/or Co-Authors :
Jonathan Casper Parks,Recreation & Tourism Mgt

Abstract Title : Psychological Attachment and the Influences of Constraints and Motivations: A Study on the Students of North Carolina State University

Abstract :
For years marketers have used product or service consumption as a way to segment markets. The Psychological Continuum Model (PCM) has been able to provide a new method of segmenting markets based on psychological segments and the degree of attachment. The purpose of this study was to gain a better understanding on how motivations and constraints relate to spectatorship based on the four different psychological segments of the PCM. It was hypothesized that as an individual moves up the PCM the motivations will become more important and the constraints will be less important. In order to test this hypothesis surveys were distributed across the campus of North Carolina State University using a convenience sample (N = 226). The results confirm the hypotheses. As the levels of the PCM increase from awareness to attachment constraints and motivations show an inverse relationship. As one proceeds up the levels of the PCM, the importance of the constraints decreases while the importance of the motivations increases. The most important constraints were location, lack of team success and an individual’s time and schedule. The most important motivations were socialization, performance and excitement. This study is important because it gives marketers an alternative way to segment the market. By doing this, marketers can alter strategies and tactics to hit more specific target markets and ultimately increase a consumer’s attachment to a team, sport or organization.