Conference paper
I’m not playing anymore: Developing a model of why consumers stop playing social sport
Proceedings of the 2008 Australian and New Zealand Marketing Academy Conference, pp.1-8
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2008 (Sydney, Australia, 01-Dec-2008–03-Dec-2008)
Australian and New Zealand Marketing Academy (ANZMAC)
2008
Abstract
While a diverse range of programs and sports marketing research has been undertaken to explain the effects of participation in sport in general, little research has addressed how to increase sport participation rates and even less attention has been given to why participants choose to stop participating in social sport. This paper begins to address this gap by building a conceptual model identifying the psychological stages of a person's participation in sport, specifically looking at why people stop participating. The model draws from a number of multi-disciplinary models utlising relevant constructs from each. Drawing on concepts from psychological, cultural and social frameworks the proposed model focuses specifically on why people choose to stop participating in social sport and proposes a more comprehensive examination and hence a better understanding of this important area.
Details
- Title
- I’m not playing anymore: Developing a model of why consumers stop playing social sport
- Authors
- Brendan Powell (Author) - University of the Sunshine Coast - Faculty of BusinessMeredith A Lawley (Author) - University of the Sunshine Coast - Faculty of BusinessM Johnson-Morgan (Author) - University of Southern Queensland
- Contributors
- D Spanjaard (Editor)S Denize (Editor)N Sharma (Editor)
- Publication details
- Proceedings of the 2008 Australian and New Zealand Marketing Academy Conference, pp.1-8
- Conference details
- Australian & New Zealand Marketing Academy Conference (ANZMAC), 2008 (Sydney, Australia, 01-Dec-2008–03-Dec-2008)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2008
- ISBN
- 1863081445
- Copyright note
- Copyright © 2008 ANZMAC and the authors. Reproduced with permission of the copyright holder.
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99449991002621
- Output Type
- Conference paper
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