The psychological continuum model (PCM) is a framework to organise prior literature from various academic disciplines to explain sport and event consumer behaviour.
The framework suggests four stages—awareness, attraction, attachment and allegiance—to describe how sport and event involvement progressively develops with corresponding behaviours (e.g., playing, watching, buying). The PCM uses a vertical framework to characterise various psychological connections that individuals form with objects to explain the role of attitude formation and change that directs behaviours across a variety of consumption activities. Explaining the how and why of sport and event consumer behaviour, it discusses how personal, psychological and environmental factors influence a wide range of sport consumption activities.
The figure shows the four stages of the PCM - awareness, attraction, attachment and allegiance. On each stage, there is a horizontal decision making process. Inputs (g