This paper examines the sports consumption community of Generation X women. Building on recent papers on consumption communities (Shoham & Kahle, 1996) and marketing sport services to Generation X (Turco, 1996), we propose that Generation X women (opera-tionalized in this study as between the ages of 18 and 29) represent a distinct sport consumption community. Women from Generation X possess unique consumption interests and differ from other agegroups on opinion leadership for exercise and sport, personal values, and self-concept. The managerial and research implications arising from these findings are discussed.
Get full access to this article
View all access options for this article.
References
1.
BeardenW. O., & EtzelJ. E. (1982, September). Reference group influence on product and brand purchase decisions. journal of Consumer Research, 9, 183–194.
2.
BeardenW. O., NetemeyerK. G., & TeelE. T. (1989, March). Measurement of consumer susceptibility to interpersonal influence. journal of Consumer Research, 15, 472–480.
3.
BeattyS. E., KahleL. R., UtseyM., & KeownC. (1993). Gift giving behaviors in the United States and Japan: A personal values perspective. journal of International Consumer Marketing, 6(1), 49–66.
4.
BrooksC. M. (1994). Sports marketing: Competitive business strategies for sports.Englewood Cliffs, NJ: Prentice-Hall.
5.
DolichI. J. (1969, February). Congruence relationships between self images and product brands. Journal of Marketing Research, 6, 80–84.
6.
GrubbE. L, & HuppG. (1968, February). Perception of self generalized stereotypes and brand selection. Journal of Marketing Research, 5, 58–63.
7.
HairJ. F.Jr., AndersonR. E., TathamR. L, & BlackW. C. (1992). Multivariate data analysis.New York: Macmillan.
8.
HawkinsD. I., BestR. J., & ConeyK. A. (1995). Consumer behavior: Implications for marketing strategy.Chicago: Irwin.
9.
HomerP. M., & KahleL. R. (1988). A structural equation test of the value-attitude-behavior hierarchy. journal of Personality and Social Psychology, 54(4), 638–646.
10.
HowardJ., & WoodsideA. G. (1984). Personal values affecting consumer psychology. In PittsR. E. & WoodsideA. G. (Eds.), Personal values and consumer psychology (pp. 3–12). Lexington, MA: D. C. Heath & Company.
11.
KahleL. R. (1983). Social values and social change: Adaptation to life in America.New York: Praeger.
12.
KahleJ. R. (1991, October). Conceptual and methodological issues in consumer value research. Paper presented at Workshop on Values and Lifestyle Research in Marketing.Brussels, Belgium.
13.
KengK. A., & YangC. (1993). Personal values, demographics and consumption behavior: A study of Taiwanese consumers. Journal of International Consumer Marketing, 6(1), 27–48.
14.
KingC. W., & SummersJ. O. (1970, February). Overlap of opinion leadership across consumer product categories. Journal of Marketing Research, 7, 43–50.
15.
MyersG. (1996, April). Selling a man's world to women. American Demographics, 18, 36–43.
16.
MullinB. J., HardyS., & SuttonW. J. (1993). Sports marketing.Champaign, IL: Human Kinetics.
17.
MyersJ. H., & RobertsonT. S. (1972, February). Dimensions of opinion leadership. Journal of Marketing Research, 9, 41–46.
18.
RitchieK. (1995). Marketing to Generation X. American Demographics, 77(4), 24–33.
19.
RogersE. M. (1983). Diffusion of innovations.New York: Free Press.
20.
RokeachM. (1973). The nature of human values.New York: Free Press.
21.
RoseG. M., ShohamA., KahleL. R., & BatraR. (1994). Fashion, dress and conformity. Journal of Applied Social Psychology, 24, 1501–1519.
22.
ShohamA., & KahleL. R. (1996). Spectators, viewers, readers: Communication and consumption communities in sport marketing. Sport Marketing Quarterly, 5(1), 11–19.
23.
ShoutenJ. W., & McAlexanderJ. H. (1995). Subcultures of consumption: An ethnography of the new bikers. Journal of Consumer Research, 22(1), 43–61.
24.
SirgyJ. M. (1982, December). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9, 287–300.
25.
TurcoD. M. (1996) The X factor: Marketing sport to Generation X. Sport Marketing Quarterly, 5(1), 21–26.
26.
ZillN., & RobinsonJ. (1995, April). The Generation X difference. American Demographics, 77, 24–33.
