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Concept
Psychological continuum model
Résumé
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 (green arrows) influence the internal processing (blue boxes) that creates outputs (yellow arrows). The outcomes are shown in the four different stages of the PCM (grey boxes). The unique decision making process is based upon the level of involvement of the consumer towards a sport/team/event. The following sequence is shown in each stage:
Inputs --> Internal Processing Output
The PCM framework states that, through the processing of internal and external inputs, individuals progress upward along the four psychological connection stages. The overall evaluation of an object at a specific stage is the product of the processing of personal, psychological and environmental factors.
Awareness stands for the notion when an individual first learns that a certain sport, event or team exists. In this stage the individual has not formed a preference or favourite. The PCM suggests that awareness of sport, teams and events stems from formal and informal channels, for examples parents, friends, school and media. In most cases awareness begins during childhood, but can also derive from other socializing agents.
Source officielle
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