MASTER’S THESIS

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Master thesis: sport spectator preferences located people. The sport consumption can be more active and passive. The passive sport consumption concentrates only on visual perception. The active sport consumption is about taking part in the competition with shouting, clapping and screaming. Furst (1973, p 460) recommend that the location of the spectators is relevant for an active consumption. The shouting and clapping can have a spillover effect if the sport consumers are seen by each other and near to the competition place. Active spectators can be classified as biased and unbiased. The biased event visitors are clapping to expect the athletes’ performance and not in reward for a good performance. This aspect shows a new form of spectator communication and participation of sport events, the experience and the atmosphere is created by the visitors themselves (Hildebrand, 194, p. 169-170). The biased behavior is more focused on encouraging the athletes or teams. These spectators are more involved in the competition because of their sympathies to their teams or athletes. Wann (2001, p. 2-3) differentiates these involvements in sport spectator behavior and sport fan behavior. “Sport fans are individuals who are interested in and follow a sport, team, and/or athlete. Sport spectators (also called sport consumers) are those individuals who actively witness an event in person or through some form of media (radio, television, etc.).” (Wann, 2001, p. 2) Theoretical foundation of sport spectators and event experience page 12
Master thesis: sport spectator preferences Figure 4: Forms of spectator behavior (Gabler, 2002, p. 210) Lowly and highly identified sport fans The low and high identity of sport fans are a variation of self concepts. Self concepts have two aspects, the personal identity and the social identity. The personal identity is build up by emotional and psychical influences (cf. Schlicht & Strauß, 2003, p. 12 cit. after Shavelson et al. 1976). The social identity of a person is created by knowledge about social groups and the personal affiliation to a special social group (Tajfels, 1978, cited in Schlicht & Strauß, 2003, p.12). In the context of sport fans the personal identity is important for choosing a sport, because the physical personal self-concept is differentiated into 5 components, the endurance, the power, the coordination, flexibility and body appearance (Marsh & Redmayne, 1994, p. 43-55). Judo is a sport, that addresses all of these components (cf. chapter 1.2, p. 5). People who do judo, are very body oriented, have an athletic appearance and wear body fitted clothes. The social identity, as result for high fan identification, shows the level of connection to specific sport teams and athletes as a reflection of themselves (Wann, et al., 2001, p. 4). The behaviors of Theoretical foundation of sport spectators and event experience page 13
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MASTER’S THESIS

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