Although personal opinions and beliefs influence consumer behavior, research linking such factors to sport consumption is deficient. Hence, two studies are developed. Study 1 explores beliefs (i.e., internal locus of control for game outcomes) and opinions (i.e., personal expertise about a team, attitude toward the head coach) as determinants of fans’ willingness to attend games and purchase apparel of their favorite college football team. Study 2 examines these same determinants of fans’ willingness to attend games involving their least favorite college football team. Study 1 results...Read more
