The Psychological Continuum Model (PCM) is a framework to organise prior literature from various academic disciplines applied to consumer behaviour to explain sport and event consumer behaviour [1]. It suggests four stages – Awareness, Attraction, Attachment and Allegiance to cluster sport and event behaviour, such as playing, watching and other forms of participation. The PCM uses a vertical framework to characterise various psychological connections that individuals form with sport objects to explain the role of attitude formation that directs behaviours across a variety of sport consumption activities [2].Explaining the how and why of sport and event consumer behaviour, it shows how personal, psychological and environmental factors influence active and passive sport consumption activities [3].
The Model
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The figure shows the four stages of the PCM - Awareness, Attraction, Attachment and Allegiance. On each stage, there is a horizontal decision making process. Inputs (green arrows) influence the internal processing (blue boxes) that creates outputs (yellow arrows). The outcomes are shown in the four different stages of the PCM (grey boxes). The unique decision making process is based upon the level of involvement of the consumer towards a sport/ team / event. The following sequence is shown in each stage:
Inputs --> Internal Processing --> Output
The PCM framework states that, through the processing of internal and external inputs, individuals progress upward along the four psychological connection stages. The overall evaluation of a sport object at a specific stage is the product of the processing of personal, psychological and environmental factors [4].
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The Stages
editAwareness
edit| John's Awareness. John’s introduction to road cycling occurred at the age of 15 through a key socialising agent, his uncle Jack. Jack bought John his first bike, which he rode to school every day. When John was 15 and saw the Tour the France on television, he was amazed by the event. When Jack gave John one of his old road bikes and took him cycling on the weekend, John's progression to the Attraction stage began. | |
Awareness stands for the notion when an individual first learns that a certain sport, event or team exists. In this stage the individual has preference or favourite. The PCM suggests that awareness of sport, teams and events stems from formal and informal channels, for examples parents, friends, school and media [5]. In most cases awareness begins during childhood, but can also derive from other socializing agents. The value placed on the specific sport and event from a societal perspective is important in the awareness stage. The examples of I know about football and I know about Liverpool FC illustrate the Awareness Stage box.
Attraction
edit| John's Attraction. John began to realize that cycling provided him a number of positive outcomes. He was able to meet other cyclists, make new friends and spend time with his uncle. He received pleasure from riding through the nature and the thrill of riding down hill at fast speed. His self-esteem rose by being one of the fastest and best rides along his friends. He also enjoyed the break from his daily routine he got from riding the bike. | |
In the attraction stage, the individual has a favourite sport, event, team or leisure hobby that is based upon various motives. These motives can either be social-psychological, demographic based or most likely a combination of both. The Attraction processing creates outcomes of seeking SportWay opportunities that satisfy needs and receive benefits, as well as engaging in consumption behaviour related to the sport object and events. The examples of I like football and I like Liverpool FC illustrate the Attraction Stage box.
Attachment
edit| John's Attachment. John progresses into the Attachment stage relatively quickly and within a year begins riding every Saturday and Sunday morning. Cycling now is an important part in his life. He often wears cycling clothes to class, spent time visiting bike shops and uses the Internet to follow international cycling events. He even joines a cycling club and travels to regional cycling competitions with his friends who are predominantly cyclists. | |
In the attachment stage the benefits and the sport object are internalised taking on a collective emotional, functional, and symbolic meaning. The psychological connection towards a sport, event, team or leisure hobby strengthens. Internal processes become more important and the influence of socializing agents decreases. Examples for the attachment stage are I am a football player or I am a Liverpool Fan.
Allegiance
edit| John's Allegiance. John progressed into the Allegiance stage during his last year of college as the strength of his connection to cycling became durable. He thought of cycling and related activities daily. He always found time to ride and follow the sport regardless of university and work requirements or other sport opportunities. John’s psychological connection to cycling has strengthen and is now guiding his behaviour. | |
As the Attachment processing continues, the internal collective meaning becomes more durable in terms of persistence and resistance and has greater impact on activities and behaviour. This is noted by the examples of I live for football and I live for Liverpool FC within the Allegiance Stage.
References
edit- ^ Funk, D. C. and James, J. D. (2001). The Psychological Continuum Model: A conceptual framework for understanding an individual's psychological connection to sport. Sport Management Review Vol. 4 (2), 119-150.
{{cite book}}: CS1 maint: multiple names: authors list (link) - ^ Daniel C. Funk (2008). Consumer Behaviour in Sport and Events. Elsevier. ISBN 978-0-7506-8666-2.
- ^ Beaton, A. A. and Funk, D. C. (2008). An evaluation of theoretical frameworks for studying physically active leisure. Leisure Sciences Vol. 30 (1), 53-70.
{{cite book}}: CS1 maint: multiple names: authors list (link) - ^ Daniel C. Funk (2008). Consumer Behaviour in Sport and Events. Elsevier. ISBN 978-0-7506-8666-2.
- ^ Funk, D. C. (2002). Consumer-based marketing: The use of micro-segmentation strategies for understanding sport consumption. International Journal of Sports Marketing & Sponsorship Vol. 4 (3), 231-256.