Marketing of risky sports: From intention to action

Aviv Shoham; Gregory M. Rose; Lynn R. Kahle

doi:10.1177/0092070398264004

Marketing of risky sports: From intention to action

Aviv Shoham, Gregory M. Rose, Lynn R. Kahle

Research output: Contribution to journal › Article › peer-review

Abstract

High-risk sports, such as skydiving, parachuting, and hang gliding, have become increasingly popular in recent years. This article uses expectancy-value theory to integrate previous research on risky behavior and risky sports. The model that is developed relates the expected benefits of risky sports to several antecedents; specifically, thrill and adventure seeking, arousal avoidance, role relaxation, and age. Two samples are drawn to represent the general population, as well as people just joining risky-sports clubs. In the general population, the intention to engage in risky sports is related to the ability to arouse curiosity. Other motives, specifically thrill and adventure seeking, become more salient as an individual moves closer to actually engaging in a risky sport.

Original language	English
Pages (from-to)	307-321
Number of pages	15
Journal	Journal of the Academy of Marketing Science
Volume	26
Issue number	4
DOIs	https://doi.org/10.1177/0092070398264004
State	Published - 1998
Externally published	Yes

Bibliographical note

Funding Information:
The authors would like to thank Ms. Tal Bryan, Mr. Dror Mankovich, Mr. Nir Lazar, and Mr. Aviv Zadka for their help in data collection and three anonymous reviewers for their helpful comments. This research was supported in part by the Technion V.P.R. Fund.

ASJC Scopus subject areas

Business and International Management
Economics and Econometrics
Marketing

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10.1177/0092070398264004

Cite this

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title = "Marketing of risky sports: From intention to action",

abstract = "High-risk sports, such as skydiving, parachuting, and hang gliding, have become increasingly popular in recent years. This article uses expectancy-value theory to integrate previous research on risky behavior and risky sports. The model that is developed relates the expected benefits of risky sports to several antecedents; specifically, thrill and adventure seeking, arousal avoidance, role relaxation, and age. Two samples are drawn to represent the general population, as well as people just joining risky-sports clubs. In the general population, the intention to engage in risky sports is related to the ability to arouse curiosity. Other motives, specifically thrill and adventure seeking, become more salient as an individual moves closer to actually engaging in a risky sport.",

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doi = "10.1177/0092070398264004",

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AU - Rose, Gregory M.

AU - Kahle, Lynn R.

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Marketing of risky sports: From intention to action

Abstract

Bibliographical note

ASJC Scopus subject areas

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