A Functional Model of Fan Attendance Motivations for College Football

Lynn R. Kahle
Kenneth M. Kambara
Gregory M. Rose

 This paper uses Kelman's functional theory of attitudinal motivation to construct and empirically to test a model of fan attendance at college football games, based on a survey from 112 students at a large public university in the Pacific Northwest region of the United States. Results imply that consumers are primarily motivated by a desire for a unique, self-expressive experience, camaraderie (a desire for group affiliation) and internalization (an overall attachment to and love of the game). Antecedents of seeking a unique, self-expressive experience include identification with winning and the desire for a self-defining experience. Antecedents of camaraderie include obligation and compliance. Gender differences were also found. Marketing implications congruent with the model are offered.