Marketing of risky sports: From intention to action

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

Research output: Contribution to journalArticlepeer-review


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 languageEnglish
Pages (from-to)307-321
Number of pages15
JournalJournal of the Academy of Marketing Science
Issue number4
StatePublished - 1998
Externally publishedYes

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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