Abstract
In the sport consumption context, cognitive factors such as personal beliefs and feelings for a particular team have been shown to influence fan behavior. Further, fans often engage in team-related discussion and behaviors rooted in cognitive and emotive perceptions; yet, research examining such factors jointly as determinants of sport consumption is limited. Using undergraduate business student samples from the southwest U.S., this research develops, tests, and shows support for two dual-process models for revered (Studyl) and reviled (Study 2) NFL teams.
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CITATION STYLE
Sierra, J. J., Taute, H. A., & Heiser, R. S. (2015). Explaining NFL Fans’ Purchase Intentions for Revered and Reviled Teams: A Dual-Process Perspective. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 356). Springer Nature. https://doi.org/10.1007/978-3-319-10912-1_123
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