Application of Investment Theory to Sport Consumers: Predicting Intention to Continue or Reduce Commitment

Abstract

The purpose of the present investigation is to use the Investment Model to better understand the intention to continue or reduce commitment to a sports team. The study will examine the nature of the relationships between satisfaction, investment, quality of alternatives on commitment and the subsequent intention to continue in the relationship by taking on a comparative analysis of major works, and applying Investment theory to sport consumers. Development of a newly proposed Sport Commitment Model will provide insight into the underlying psychological processes with regards to the intention to continue or reduce commitment to a professional sports team, the Saskatchewan Roughriders of the Canadian Football League (CFL). Instrument development will involve the use of previously validated and reliable scales, specifically the Psychological Commitment to Team (PCT) scale (Mahony, Madrigal, & Howard, 2000) and the Investment Model scale (Rusbult, Martz, & Agnew, 1998). The analysis indicated that reduced commitment is associated with low scores on scale items measuring both behavioural and attitudinal loyalty as well as satisfaction and investment constructs, and higher scores on items measuring the quality of alternatives. Based on these findings, sport marketers can target marketing strategies by assessing differing levels of commitment to a team. This framework is useful in assessing the impact of past and current promotional efforts by moving beyond accepting the loss of consumers. Research conducted in this context will shed light on a different type of consumer, and the effect this type of consumption has on the sport industry as a whole.