Personal Opinions and Beliefs as Determinants of Collegiate Football Consumption for Revered and Hated Teams

Abstract

Although personal opinions and beliefs are robust influencers of consumer behavior, research linking such factors to sport consumption is deficient. Hence, two studies are developed. Study 1 explores beliefs (i.e., internal locus of control for game outcomes) and opinions (i.e., personal expertise about a team, attitude toward the head coach) as determinants of fans’ willingness to attend games and purchase apparel of their favorite college football team. Study 2 examines these same determinants of fans’ willingness to attend games involving their least favorite college football team. There is partial support for the posited relationships in both studies.