Consuming extreme sports
Consuming extreme sports
- Palgrave Macmillan, 2020
- ix, 126 p. 22 cm.
psychological drivers and consumer behaviours of extreme athletes
Includes bibliographical references and index. TOC:-- 1. The Extreme Sports Phenomenon-- 2. Live (and Spend?) to Tell: An Investigation of Drivers of Consumer Upgrading in Extreme Sports-- 3. Thrill Me! Advertising Effectiveness in Extreme Versus Traditional Sports-- 4. The Heat Is (Always) On? Intentions to Revisit Extreme Personalities and Extreme Sporting Events--
This book explores the consumption behaviour of 'extreme' athletes from a quantitative perspective. Extreme sports are a multi-billion-dollar industry. The behaviour of athletes who participate in them differs from the majority of consumers in that they voluntarily seek out risky and dangerous situations that other consumers actively avoid. It has therefore been suggested that these consumer-athletes may have a unique psychology in this regard. ; The book adopts a novel approach based on established psychological theories concerning the behaviour of extreme individuals, applying and translating them into marketing research and practice. It discusses how specific psychological drivers impact the consumption behaviour of consumer-athletes and a variety of marketing-relevant outcomes. ; By demonstrating that extreme consumers are characterized by a unique psychology that leads them to act and think differently, this book offers scholars deeper insights into consumer behaviour, while also helping practitioners target this lucrative marketing segment more effectively.
9783030401290
HF COMMERCE
Extreme sports
Consumer behaviour
psychological drivers and consumer behaviours of extreme athletes
Includes bibliographical references and index. TOC:-- 1. The Extreme Sports Phenomenon-- 2. Live (and Spend?) to Tell: An Investigation of Drivers of Consumer Upgrading in Extreme Sports-- 3. Thrill Me! Advertising Effectiveness in Extreme Versus Traditional Sports-- 4. The Heat Is (Always) On? Intentions to Revisit Extreme Personalities and Extreme Sporting Events--
This book explores the consumption behaviour of 'extreme' athletes from a quantitative perspective. Extreme sports are a multi-billion-dollar industry. The behaviour of athletes who participate in them differs from the majority of consumers in that they voluntarily seek out risky and dangerous situations that other consumers actively avoid. It has therefore been suggested that these consumer-athletes may have a unique psychology in this regard. ; The book adopts a novel approach based on established psychological theories concerning the behaviour of extreme individuals, applying and translating them into marketing research and practice. It discusses how specific psychological drivers impact the consumption behaviour of consumer-athletes and a variety of marketing-relevant outcomes. ; By demonstrating that extreme consumers are characterized by a unique psychology that leads them to act and think differently, this book offers scholars deeper insights into consumer behaviour, while also helping practitioners target this lucrative marketing segment more effectively.
9783030401290
HF COMMERCE
Extreme sports
Consumer behaviour
