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 survey data 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.
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