Team Sports : A Popular Form Of Exercise As Well As An Entertainment Venue For Spectators

1410 Words Nov 28th, 2016 6 Pages
Team sports are a popular form of exercise as well as an entertainment venue for spectators. The popularity of team sports has created a marketing venue to reach consumers that desire to feel connected to the sport even if they are not participants in the actual play of the sport. Subcultures that relate to team sports can come in the form of those groups of individuals that play the sport and those groups of individuals that are spectators of the sport. The need for affiliation that is described in McClelland’s theory of needs, developed by David McClelland, is defined as the desire for friendly and close interpersonal relationships and the need to be in the company of others. This desire for affiliation with other like-minded individuals is an important aspect of the team sports subculture. The social identity theory claims that individuals have several “selves” that we use to relate to group settings. Individuals tend to identify themselves in the context of “we” over the context of “I” when group settings are established. Individuals tend to favor others that share the same interests and have the same social identities. The relationship that individuals have with other members of a subculture impacts our feelings, beliefs, and behaviors towards the affected object, which in this case is the team sport concept. This confirmation of identity validates McClelland’s theory for affiliation. When placed in the context of consumer identity, the need for affiliation and the…

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