I'm not playing anymore: developing a model of why consumers stop playing social sport
Paper
Powell, Brendan, Lawley, Meredith and Johnson Morgan, Melissa. 2008. "I'm not playing anymore: developing a model of why consumers stop playing social sport." Spanjaard, Daniela, Denize, Sara and Sharma, Neeru (ed.) ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat. Sydney, Australia 01 - 03 Dec 2008 Australia.
| Paper/Presentation Title | I'm not playing anymore: developing a model of why consumers stop playing social sport |
|---|---|
| Presentation Type | Paper |
| Authors | Powell, Brendan (Author), Lawley, Meredith (Author) and Johnson Morgan, Melissa (Author) |
| Editors | Spanjaard, Daniela, Denize, Sara and Sharma, Neeru |
| Journal or Proceedings Title | Proceedings of the Australian and New Zealand Marketing Academy Conference |
| ERA Conference ID | 76596 |
| Number of Pages | 8 |
| Year | 2008 |
| Place of Publication | Australia |
| ISBN | 1863081445 |
| Web Address (URL) of Paper | http://www.anzmac-2008.org/_Proceedings/Index.html |
| Conference/Event | ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat |
| ANZMAC Conference | |
| Event Details | ANZMAC Conference Australian and New Zealand Marketing Academy Conference Rank C C C C C C C |
| Event Details | ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat Parent ANZMAC Conference Event Date 01 to end of 03 Dec 2008 Event Location Sydney, Australia |
| 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. |
| Keywords | social sports; sport; participation |
| ANZSRC Field of Research 2020 | 520107. Sport and exercise psychology |
| 350606. Marketing research methodology | |
| 440608. Recreation, leisure and tourism geography | |
| Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
| Byline Affiliations | University of the Sunshine Coast |
| Department of Marketing and Tourism |
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