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 TypePaper
AuthorsPowell, Brendan (Author), Lawley, Meredith (Author) and Johnson Morgan, Melissa (Author)
EditorsSpanjaard, Daniela, Denize, Sara and Sharma, Neeru
Journal or Proceedings TitleProceedings of the Australian and New Zealand Marketing Academy Conference
ERA Conference ID76596
Number of Pages8
Year2008
Place of PublicationAustralia
ISBN1863081445
Web Address (URL) of Paperhttp://www.anzmac-2008.org/_Proceedings/Index.html
Conference/EventANZMAC 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.

Keywordssocial sports; sport; participation
ANZSRC Field of Research 2020520107. 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 AffiliationsUniversity of the Sunshine Coast
Department of Marketing and Tourism
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