Psychological Continuum Model

The Psychological Continuum Model ( PCM) is a framework construct the existing literature of different academic disciplines that are related to consumer research ( Consumer Behaviour ), combines and applies to sports and events. Thus, a system can be explained by the sport and event consumer behavior arises.

Here are four levels - Awareness, Attraction, Attachment and Allegiance to classify consumer behavior in sport and events. Examples would be actively participating in a sport to pursue a sport as a spectator or fan and every other conceivable form of sports and event consumption. The PCM is a vertical frame, which characterizes the psychological attachment of an individual to exercise or an event. Here, the behavior change process is described and characterized, which takes place when an individual exerts different sports activities, experiences are processed and accumulated experiences.

The PCM explains the HOW and WHY of sport and event consumer behavior and shows the influence of personal, psychological and environmental factors on the active and passive sports and event consumption.

• 2.2.1 Example Johns Attraction

• 2.3.1 Example Johns Attachment

• 2.4.1 Example Johns Allegiance

The construct of

The figure shows the four levels of the PCM - Awareness, Attraction, Attachment and Allegiance. Whereby the psychological bond of the individual increases with each level. In each level, a decision-making process takes place at the input ( green arrows) affect the internal processes ( blue box ), which in turn generate output (yellow arrows ). The individual decision-making processes depend on the strength of the psychological bond of the consumer to a sport / team / event from.

Inputs ↔ ↔ Internal Processes Output

PCM results in a vertical movement along the different levels of awareness up to Allegiance level. Where this process is very individual and not necessarily through all the levels. An evaluation of a sport object in each level is the product of the interplay of personal, psychological and environmental factors.

The levels

Awareness

In the Awareness level, the individual is the first time in contact with a sport / team / event or learns that a sport / team / event exists. The individual does not have a favorite, is not a fan of a team or shows no special preferences. The PCM assumes that the awareness level is achieved through social contacts. These are usually parents, friends, school or media. In most cases, the awareness level begins during childhood, but can also be reached after that, if the individual is learning something new, which usually happens with new contacts. The value that the individual is attaches to the respective sport / team / event from a social perspective in the awareness level is particularly important. Examples would be, "I know what is diving " or "I know Bayern Munich ."

Example Johns Awareness

John's first contact with the cycling took place at the age of 15 years when he looked at the Tour de France with his uncle Jack. Jack was also the has John bought his first bike, by John then also, like all other children, went to school every day. When he was excited about the Tour de France, Jack gave him one of his old racing bikes.

Attraction

In the Attraction level the individual has a positive opinion or a favorite sport, team or hobby. The choice will depend on many different motives. These can be both socio - psychological, demographic or a mixture of both. Specific needs of the individual are now satisfied by the sport, the event or the hobby. Consumer behavior also varies and is influenced by the developed preferences. Examples would be "I like diving " or "I like Bayern Munich ."

Example Johns Attraction

John quickly realized a lot to appreciate the positive aspects of cycling. So he came in contact with other cyclists, made ​​new friends and was able to spend more time with his uncle. The beautiful nature that he could enjoy cycling, as well as the fun of speed were more positive aspects. His self-confidence was strengthened, as he was one of the fastest and best riders and cycling was always a welcome break from his busy day.

Attachment

In the attachment level of the positive aspects in internal processes begin to move. The sport, the event or the hobby becomes more emotional, functional and symbolic meaning and the psychological connection increases. The internal process to solve from external processes. An example of this are the statements "I am diver " or "I am Bayern Munich fan ".

Example Johns Attachment

John goes relatively quickly in the attachment level by going exercise regularly every Saturday and Sunday for a year. Cycling now has already played an important role in his life and begins to become a part of his life. He now often wears bike clothes in the university, spends his free time in Radgeschäften and pursues international cycling events on the Internet. With its Radverein and his friends, who are mainly cyclists, he visited regional cycling events.

Allegiance

If the psychological link in the Attachment level is getting stronger, the individual goes slowly into the Allegiance level. The connection is permanently and the resistance to change the preferences, inclinations, and behavior is getting stronger. Examples of Allegiance level are "I live for diving " or "I live for Bayern Munich ."

Example Johns Allegiance

John reached the level of Allegiance in his last year of university. The connection to cycling is so well established that they can be described as permanent. He thinks every day after cycling and his daily activities are affected. Despite university and work, he is still always time for cycling. The very strong psychological connection to cycling determined and now directs his behavior.