Postpur-Purchase Evaluation

In general, as the sports marketer increases awareness, knowledge, involvement, perceived performance and attractiveness, fans become more identified. As fans become more identified with the team, tendencies to be price sensitive, socially motivated, promotion prone, and variety-seeking with respect to the team are diminished. Sponsors clearly prefer to associate with those organizations that have highly identified fans. Highly identified fans mean more people in the seats, more eyes and ears on broadcasts, and greater loyalty to sponsors who support their favorite team. This is the chief reason that sponsors are willing to pay upwards of $10 million to sponsor NASCAR driving teams. Postpurchase Evaluation. Following any purchase, individuals will compare what was received in the transaction compared to norms, expectations, and desires. Fans attending a sporting event will evaluate the service quality, the stadium quality, entertainment value, ticket value, and promotion value that they received or experienced. These aspects of the sporting event are compared to norms, or what they normally receive—either at this venue or at similar venues. The sporting event is also compared to expectations, which may be based on …show more content…
For instance, fans may expect long lines and relatively slower service when the stadium is packed at a Tennessee Volunteers football game versus when they attend a nearby Smokies AA baseball game. Finally, fans evaluate the experience based on desires, or what the experience could be or ought to be if performed better. Interestingly, many season ticket holders actually evaluate service quality, stadium quality, and other dimensions of the experience more negatively than less frequent fans because they want it to be better. These dimensions are the frequent subject of sports market research studies and are examined more completely within that