Sport consumers attitudes: Formation, function and effects of information processing
Authors: Funk, D. and Lock, D.
Editors: Pritchard, M. and Stinson, J.
Place of Publication: New York
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Authors: Funk, D.C. and Lock, D.
© 2014 Taylor & Francis. An individual forms his or her attitudes, impressions, and opinions toward a professional sport team based on information provided by a variety of external sources. The consumer socialization process involves external socializing agents, such as mass media, advertising, parents, friends, work colleagues, relatives, teachers and coaches, schools, religious institutions, cultural beliefs, and community-based programs, introducing a sports team to an individual. Among the sources, mass media is an important medium for shaping the attitudes of children as they mature through adolescence and into adulthood. As a result, informational content conveyed through mass media plays a dominant role in shaping attitudes and identities toward professional sport teams.