Abstract
Individuals’ participation in risky activities has puzzled researchers for several years. Psychologists suggested personality characteristics to explain paradoxical, life-threatening behavior (e.g., skydiving or parachuting). Relatively little research has examined the consumption behavior of this segment and its implications. Our research raises three questions about risky sports consumption. First, do risky sport attitudes, in combination with personality variables, determine the willingness to participate in risky sports? Second, how does exposure to risky-sport information influence the attitudes and behavioral intentions of these individuals? Third, is the positive influence of risky-sport information similar in strength to the negative influence on behavioral intentions, given attitudinal changes? Our results indicate that the impact of attitudes on the willingness to participate in risky sports varies according to personality characteristics (arousal seekers versus arousal avoiders). In addition, the exposure to risky-sports information influences attitudes and behavioral intentions depending on the content of this information (enhanced versus reduced risk information). Finally, the negative (versus positive) impact of exposure to differing risky-sport information on behavioral intentions depends on personality characteristics.
Recently, the number of practitioners of risky sports such as river rafting, skydiving, and hang gliding has been increasing (Arnould & Price, 1993; Celsi, Rose, & Leigh, 1993). This phenomenon is puzzling because the practice of such sports enhances the probability of serious injuries (and even death) of participants. Early in their career, most participants are novices or even one-time participants, searching for adventurous and thrilling experiences (Arnould & Price, 1993). The growing industry of risky sports, including equipment, courses, clubs, and magazines, is trying to segment the general population and target potential participants, in an effort to increase its sales volume and profits. How can the population be segmented? How can high-probability individuals be identified and reached? What kinds of promotional strategies can be fruitfully used to increase the probability of nonpractitioners’ joining clubs, taking courses, or becoming permanent participants? Can publicity be an appropriate promotional tool for this unique product? These questions are addressed in this study, which follows the theoretical approach developed by Shoham, Rose, and Kahle (1997). A general state of mind toward arousal preferences (arousal-seeking versus arousal-avoidance tendencies) is an antecedent of attitudes toward risky sports. These attitudes then influence the intentions to participate in risky sports according to arousal tendencies.
Our study had four purposes. First, we aimed to provide further support to Shoham et al.'s model (1997). As a partial replication of Shoham et al., our study enhances the external validity of their theoretical model. Second, we manipulated attitudes toward risky sports using publicity as a promotional tool. This manipulation was aimed to change the cognitive component of attitudes by using publicity, which emphasized the main risky-sports attributes (high risk, thrill, adventure, and curiosity). Third, we examined whether changes in attitudes affect individuals’ intentions to participate in risky sports. Finally, we compared the magnitude of positive versus negative changes in intentions to participate in risky sports due to being exposed to publicity. Positive changes—increased intentions to participate in risky sports— and negative changes—reduced intentions to participate in risky sports—were compared to assess the effectiveness of publicity in promoting risky sports.
Get full access to this article
View all access options for this article.