Deck 2: Examining Sports Entertainment Consumption

Question 1

Sports entertainment is a discretionary expenditure that consumers make,which means people who experience financial stress can eliminate or reduce sports-related spending.

Answer 1

True

Question 2

Consumption motives can be divided into two categories: utilitarian consumption motives and passion-filled consumption motives.

Answer 2

False

Question 3

Ryan is trying to decide whether he should purchase a 5-game ticket package for the Tampa Bay Rays or purchase a new pair of shoes.This is an example of opportunity costs.

Answer 3

True

Question 4

Direct consumption of sports is when a person makes the decision to attend a live sporting event.

Question 5

Fans with emotion-based involvement most likely express their identification with a sports team by purchasing branded products and communicating with other fans through social networking websites.

Question 6

Spending time with friends and family is an important factor in the decision to attend sporting events.

Question 7

It is easier for a large city like Chicago to develop identification with sports teams in the city through community fan identification than a smaller town such as Nashville that has fewer sports teams and a smaller population.

Question 8

The decision to follow a sports team or player can be inspired by other fans.

Question 9

The relationship between high-involvement fans and sports objects requires a close geographic connection.

Question 10

Cognitive involvement pertains to the personal relevance of a sports object's functional performance.

Question 11

A framework to identify influences on direct sports consumption was developed by Daniel Winn and his colleagues based on the Theory of Personal Investment.

Question 12

Cognitive involvement is the personal relevance a sports object holds based on its ability to allow a person to express his or her ideal self-image to the world.

Question 13

Sports entertainment brands possess a unique advantage over brands in other product categories-the ability to create emotional responses and intense relationships.

Question 14

Situation-based and geographic-based fans have connections with sports that are based on low involvement.

Question 15

Sports facilities are a potential source of star power that a sports property can use to encourage fan identification with the team.

Question 16

Based on the principle of future availability of perceived options,a college football team with 8 home games would feel less pressure to sell tickets than the college baseball team with 40 home games.

Question 17

A corporate sponsorship that develops a relationship between a local sports team and the community is an effective method for attracting fans with situation-based identification.

Question 18

After taking two exams at college yesterday,Daniel has decided he is going to spend all of today watching football games on television,no school work at all.This is an example of the social motive of escape for sports consumption.

Question 19

Using sports stars to market a team is rare due to high player turnover rates,inconsistent athletic performances,and unacceptable player attitudes.

Question 20

Direct consumption of sports is done by watching games on television,listening to a broadcast on the radio,or viewing a game on the Internet.

Question 21

Josh lives in St.Louis and is constantly telling his friends,"We won the World Series" in reference to the St.Louis Cardinals baseball team winning the World Series.This is an example of the psychological motive of

A)escape
B)self-esteem
C)group affiliation
D)sensory stimulation

Question 22

Brittany decided to go to the football game because her friends were going.This is most likely an example of a(n)

A)social motive
B)psychological motive
C)personal motive
D)escape motive

Question 23

The power of marketing communications to drive attendance at sporting events is debatable.

Question 24

A consumer's desire to achieve some functional benefit from using a good or service is a(n)

A)utilitarian consumption motive
B)hedonic consumption motive
C)psychological consumption motive
D)functional consumption motive

Question 25

Two elements of the physical environment of a sports facility that can influence attendance are aesthetics and weather.

Question 26

Which of the following purchases by Christopher most likely indicates a utilitarian consumption motive?

A)music download
B)season pass to a water park
C)new washing machine
D)ticket to see a new movie at the theater

Question 27

Personal motives that influence sports consumption include the following except

A)entertainment
B)escape
C)aesthetic
D)economic

Question 28

While parking availability is not always under the control of a sports property,the parking fees charged are always under their control.

Question 29

After spending a long week at work,Andrew enjoys going to a sporting event over the weekend.In fact,he will often attend two or three events if possible.This is an example of the psychological motive of

A)escape
B)self-esteem
C)group affiliation
D)sensory stimulation

Question 30

Team identification as a factor affecting sporting event attendance is impacted by the extent to which a person views attending games as an expression of personal identity.

Question 31

Two areas in which social personal incentives to attend sporting events drive marketing efforts are group ticket sales and event marketing.

Question 32

Group ticket sales promote a sporting event as a place to bring together groups for the purpose of socializing in a different setting.For group ticket sales programs to succeed,the groups being marketed should have a strong interest in that particular sport.

Question 33

Psychological motives that influence sports consumption include

A)self-esteem and escape
B)entertainment and sensory stimulation
C)aesthetic and economic
D)family and group affiliation

Question 34

Aesthetic motives for sports consumption attract individuals to follow a team or sport for the following reasons except

A)style of play
B)performance of the team
C)in-game promotions
D)individuals on the team

Question 35

Amanda's family travels to one of the NASCAR races every year.This is an example of a(n)________ influencing the sports consumption decision.

A)social motive
B)psychological motive
C)personal motive
D)escape motive

Question 36

The greatest opportunity cost of providing indirect consumption of sporting events is the loss of advertising revenue at the sports facility.

Question 37

Social motives that influence sports consumption include

A)self-esteem and escape
B)entertainment and sensory stimulation
C)aesthetic and economic
D)family and group affiliation

Question 38

The industry expert for Chapter 2 is Chris Eames,vice-president for Customer Marketing and Sales for

A)ESPN
B)Coca-Cola
C)Tampa Bay Rays
D)GNC

Question 39

A desire to have a sensory experience that elicits pleasure,fun,or excitement is a(n)

A)utilitarian consumption motive
B)hedonic consumption motive
C)psychological consumption motive
D)group affiliation consumption motive

Question 40

Which of the following purchases by Matthew most likely represents a hedonic consumption motive?

A)Atlanta Braves baseball game
B)meal at a dine-in restaurant
C)new pair of shoes
D)new backpack to carry books

Question 41

When Joe attends the Pittsburgh Steelers football game,he paints his face in team colors and wears team-branded clothes.There is no doubt he is a die-hard Steeler fan.Joe displays the ________ involvement segment.

A)emotion-based
B)self-concept-based
C)situation-based
D)geographic-based

Question 42

Based on research,the most frequently cited age in which a person becomes a fan of a professional sports team is between the ages of

A)6 and 10
B)11 and 15
C)16 and 20
D)21 and 25

Question 43

A high-involvement fan segment would be

A)emotion-based
B)geographic-based
C)cognitive based
D)situation-based

Question 44

Jennifer is a die-hard Chicago Cubs baseball fan.She follows the team online,on her smartphone,and attends 20 to 25 games a year.It doesn't matter that the team has not won a World Series in over 100 years.Jennifer displays ________ involvement.

A)emotion-based
B)self-concept
C)situation-based
D)geographic-based

Question 45

Samantha loves attending minor league baseball games because of the special pre-game,in-game,and postgame activities and events.She also likes the giveaways and promotions the team has.This is an example of which personal motive for sports consumption?

A)aesthetic
B)sensory stimulation
C)economic
D)entertainment

Question 46

An effective marketing strategy to reach geographic-based fans would most likely be to

A)support local causes and involvement in the local community
B)offer financial incentives that encourage game attendance
C)use social media to engage these fans with the players on the team
D)offer special activities at the game/event,such as autograph sessions

Question 47

James has become heavily involved in fantasy football.While it requires some financial investment,he almost always wins more than he pays to play.This is most likely an example of which personal motive for sports consumption?

A)aesthetic
B)sensory stimulation
C)economic
D)entertainment

Question 48

Which of the following is most likely an example of marketing players' star power?

A)selling promotional products online
B)hosting a meet the team event for fans
C)sponsoring local youth sports teams
D)placing logos on players' uniforms

Question 49

A marketing implication of the ________ fan segment is that community involvement and engagement should be part of a sport organization's business model.

A)emotion-based
B)self-concept
C)situation-based
D)geographic-based

Question 50

David supports the local high school football team by attending every game,even though he does not have any child playing on the team.He seldom watches any football games on TV and has never attended a professional football game.This is most likely an example of ________ involvement.

A)emotion-based
B)self-concept
C)situation-based
D)geographic-based

Question 51

Liz almost idolizes one of the players on the local hockey team.She has posters in her room of him and follows him on Facebook,Twitter,and on the team's website.Liz's path to identification with the hockey team is based on

A)star power
B)family
C)socialization
D)community

Question 52

A low-involvement fan segment would be

A)emotion-based
B)self-concept based
C)cognitive based
D)situation-based

Question 53

The relationship between a high involvement fan segment and a sports team is most likely based on

A)long-term civic pride
B)emotion and self-concept
C)individual player performance
D)time and economic status

Question 54

What has the greatest impact on the sport and team an individual follows?

A)social media
B)team success
C)star power
D)family members

Question 55

Paths to fan identification with a sports brand include the following except

A)star power
B)family
C)sponsorship
D)community

Question 56

According to research,which of the following has the greatest influence on the creation of professional sports team fans?

A)fathers
B)coaches
C)media
D)star players

Question 57

Sarah enjoys NASCAR,especially Talladega.She goes to races as often as she can.She likes the high speeds of the cars and the chance of a multiple-car wreck.This is an example of which personal motive for sports consumption?

A)aesthetic
B)sensory stimulation
C)economic
D)entertainment

Question 58

Stephanie hardly ever watches football,but she will watch the Super Bowl every year.This is an example of ________ involvement.

A)emotion-based
B)self-concept
C)situation-based
D)geographic-based

Question 59

John has become a fan of hockey because many of his friends are hockey fans.This is an example of a ________ path to fan identification with a sport.

A)star power
B)socialization
C)community
D)participation

Question 60

The primary challenge for marketers in regard to low-involvement fan segments is how to

A)reduce fans' level of involvement
B)encourage fans to attend sporting events
C)harness fans' emotions to generate revenue for the team
D)boost sales of team identification products among social media fans

Question 61

Kayla views attending basketball games as a way of expressing her personal identity.This is an example of which factor influencing direct consumption?

A)personal options
B)team or sport identification
C)personal incentives
D)marketing incentives

Question 62

After Hurricane Katrina devastated New Orleans,many residents of the city became fans of the New Orleans Saints.The team became a symbol of the city's spirit.This is an example of a ________ path to fan identification with a sport.

A)star power
B)socialization
C)community
D)participation

Question 63

In Cleveland,the "Dawg Pound" is a section of enthusiastic fans located in one of the end sections.This is an example of which factor influencing direct consumption?

A)personal options
B)team identification
C)personal incentives
D)marketing incentives

Question 64

The psychological factor that has the greatest impact on sporting event attendance is

A)discretionary income
B)team identification
C)convenience and comfort
D)family and friends

Question 65

Emily started playing basketball when she was 8 years old.As a result,she became an avid fan of the local women's professional basketball team.This is an example of ________ path to fan identification with a sport.

A)star power
B)socialization
C)community
D)participation

Question 66

According to the FCI statistics for major sports,which of the following has the highest average league costs?

A)Major League Baseball
B)National Football League
C)National Basketball Association
D)National Hockey League

Question 67

Convenience and comfort factors that influence perceived options for direct consumption of a sporting event include the following except

A)day and time of event
B)parking availability
C)an individual's personal finances
D)availability of indirect consumption

Question 68

What is the most likely benefit of broadcasting a college football game on a nontraditional day for football,such as a Wednesday?

A)charging premium costs for box seats
B)offering better seating options for ticket holders
C)paying lower costs for local advertising time during the game
D)gaining network exposure without competition from other teams

Question 69

Since the football game will be on ESPN,Nicholas has decided to watch the game at the local sport bar rather than drive to the stadium.This is an example of which convenience and comfort factor of perceived options for direct sports consumption?

A)weather conditions
B)parking availability
C)driving distance and time to the event
D)availability of indirect consumption

Question 70

To combat the loss of revenue created by indirect consumption of sporting events,teams have used the following strategies except

A)charging television stations higher rights fees to broadcast games
B)imposing restrictions on TV and online broadcasts of games
C)selling subscription services to watch broadcasted games
D)offering packages that include streaming video of games

Question 71

Variables that represent perceived options for sports consumers include the following except

A)future availability
B)star power
C)financial requirements
D)convenience

Question 72

Providing the indirect consumption of games through television broadcasts offers the following benefits except

A)generating interest in attending games
B)increasing levels of sponsorship support
C)creating positive exposure for the team
D)promoting ticket sales for future games

Question 73

Of the following convenience and comfort factors,the one that a sports property has some influence over would be

A)weather conditions
B)parking availability
C)driving distance and time to the event
D)availability of indirect consumption

Question 74

Megan is weighing a decision to attend either a professional football game or a baseball game in San Francisco.She knows there are more opportunities to attend the baseball game than the football game.In terms of perceived options,this situation illustrates

A)financial requirements
B)team identification
C)future availability
D)personal incentives

Question 75

Influences on direct sports consumption developed by Daniel Winn and colleagues include the following except

A)participation in sports
B)perceived options
C)team or sport identification
D)personal incentives

Question 76

Many of the new stadiums have been built in downtown areas.Which convenience and comfort factor could this decision impact?

A)weather conditions
B)day and time of event
C)driving distance and time to the event
D)availability of indirect consumption

Question 77

Of the following convenience and comfort factors,the one a sports property has the most influence over would be

A)day and time of event
B)parking availability
C)driving distance and time to the event
D)availability of indirect consumption

Question 78

A number of professional hockey teams have become involved in developing youth hockey leagues.This is an example of using the ________ path to build fan identification with hockey and with the local team.

A)star power
B)socialization
C)community
D)participation

Question 79

If the FCI shows that the average cost of attending a Memphis Grizzlies basketball game is below the league average,a good marketing strategy would most likely be to

A)advertise the value of attending games
B)increase the prices to generate higher profits
C)offer promotions,such as multi-game packages
D)offer free incentives,such as free parking,with the purchase of multiple tickets

Question 80

All of the following are limitations of using FCI statistics to compare costs between different markets within a particular sport except

A)cost of living differences
B)team quality and success
C)ticket demand
D)ticket price averages