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Status Seeking In Conspicuous Spectator Sports Consumption: A Self-Determination Theory Perspective, Yong Wang

Health, Exercise, and Sports Sciences ETDs

According to self-determination theory, people are intrinsically and/or extrinsically motivated to self-regulate their behavior (Deci & Ryan, 2012). Sport fans watch games for intrinsic rewards such as having fun and supporting a team, which, from the identity fusion perspective (Swann Jr et al., 2009), derive from their visceral sense of oneness with a team. Although they can choose to watch games at home, many fans spend money attending expensive games (e.g., major sports) and publicly display their experience. A plethora of sport management literature has addressed the intrinsic motivation for attending games; however, less attention has been paid to the …