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.