Assessment of how supporters become attached to a sports team

[摘要] ENGLISH ABSTRACT:In social psychology, social scientists have become interested in explaining social behaviour: how and why individuals become attached and why they pursue on-going close relationships. The investment model was developed that suggests how attachment to a relationship is formed. It has been suggested that the investment model can be applied to a wide variety of interpersonal relationships. In the same way as a relationship is formed between two individuals, the attachment that supporters have to a sports team is also formed.To understand the psychological connection supporters have to a sports team, the Psychological Continuum Model (PCM) was developed. PCM suggests supporters first become aware of a sports team, then supporters may become attracted, this leads to attachment to the sports team and allegiance to the sports team may then occur. Past research has focused on different aspects of the PCM. However, very few studies have yet explained how supporters become attached to a sports team.This study combines the PCM and the investment model to assess how supporters become attached to a sports team. Understanding the psychological connection that supporters have to a sports team was required thus, the Psychological Continuum Model (PCM) was used. How supporters become attached (based on the PCM) to a sports team was further understood by the investment model variables. Thus, the PCM was adapted and applied with the investment model.The study comprised of a 2x2x2 full factorial experimental research design. For the purposes of the study, respondents were first made aware of the sport, fistball. Respondents completed a questionnaire that was used to measure their attraction and attachment to a fistball team. During the interview, respondents were shown one of eight treatments, in the form of a newspaper clip on a poster that was manipulated using the investment model variables. The eight posters comprised of fictitious fistball teams to avoid any bias that may have been formed had another sport been chosen.There were 36 respondents per treatment group, ensuring that respondents could be split between the different levels of supporters. A repeat group was also conducted to ensure the validity of the study. The realised sample comprised of 318 respondents. The target population was South African supporters in LSM groups 8 to 10. Judgement sampling was used as no sampling frame exists for supporters. Respondents were selected in shopping malls in Gauteng due to the culturally diverse nature of the province.The results revealed that based on the level of support, attachment to a sports team varies. The results suggested that low supporters have a higher attraction than high supporters. High supporters are already attached to a sports team, and are not necessarily interested in being attracted to a different sports team. It would be recommended to attract high supporters by having initiatives that involve teams, where supporters‟ attachment to the team already exists. High supporters were considered to be those who were attached to a sports team. To package and deliver products and/or services most effectively, sport marketers should appeal to high supporters‟ attitudes, as it is their attitude that guides their behaviour. Based on the findings, there is an opportunity for sport marketers to encourage low supporters to become attached to a sports team by using the investment model variables.By incorporating social psychology with sport consumer behaviour, a better understanding of sport supporters was attained. In the same way that a dating relationship has various stages of courtship that may eventually lead to marriage, the relationship that supporters have with a sports team also goes through stages which may lead supporters who show allegiance. The study reveals that, similarly to a dating relationship where an attraction to an individual first needs to be formed, the type of sport plays a role in attracting supporters to a sports team. Likewise, whether an individual pursues a relationship depends on the investment model variables, which is also the case for supporters.

[发布机构] Stellenbosch University