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 indicate significant positive effects for fans’ internal locus of control and willingness to purchase apparel and attend games. Also, fans’ personal expertise and attitude toward the coach relate positively to willingness to attend games. The findings from Study 2 reveal significant positive effects for fans’ internal locus of control and attitude toward the coach on willingness to attend games with least favorite teams. Implications for sports marketers are offered.
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