Background/Purpose In the current study, motivational research methods used in the workplace will be translated towards the sport field to demonstrate how marketers can influence event attendance. The purpose of this paper is to present a conceptual model which will use concepts grounded in motivational theories to assess ways in which fans will be more apt to attend sporting events.
Method Rather than the traditional form of qualitative or quantitative methodologies, an in-depth review of literature will explore motivation and organizational research to serve as application towards the proposed framework/model. The formal presentation will display a model/flowchart for further explanation.
Analysis/Results Taking from Steel and Konig's (2006) temporal motivational theory (TMT), this study will examine a fan's value and expectancy towards an organization, while also examining personal loss versus personal gain. Motivational concepts will also be derived from Pearsall, Christian, and Ellis (2010) who predict an increase in motivation upon receiving particular rewards. The framework will propose that attendance to a sporting event will initially be based upon a ratio of how fans value a sport organization, and how they consider the probability of a particular desired outcome to be achieved (expectancy). Additionally an individual's future perception, which can be controlled by the organization (Ellemers, Gilder, and Haslam, 2004), will factor into this decision-making process. Furthermore, the model will demonstrate that a fan's motivation to attend an event will increase upon seeking a reward system.
Conclusions The proposed model serves as a theoretical construct which has yet to be tested.
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