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Article: Race and sport consumption motivations: A preliminary investigation of a Black consumers' sport motivation scale.(Abstract)
- Article from:
- Journal of Sport Behavior
- Article date:
- December 1, 2002
- Author:
CopyrightCOPYRIGHT 2002 University of South Alabama. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Ascertaining the factors that motivate individuals to consume sport is a theoretical and practical challenge for sport researchers and practitioners. Mass marketing strategies are becoming less effective in an increasingly ethnically diverse society, such that sport marketers must ascertain the manner in which different practices may influence the sport behaviors and motives of ethnic minority consumers differently than "mainstream" consumers. Zhang, Wall, and Smith (2000) contend that the growth of ethnic minority consumers represents a viable market potential for sport. Hofacre and Burman (1992), McCarthy and Stillman (1998) and Armstrong (2001) have revealed the need ...