Consuming Extreme Sports - Psychological Drivers and Consumer Behaviours of Extreme Athletes (Hardcover, 1st ed. 2020)

This book explores the consumption behaviour of 'extreme' athletes from a quantitative perspective. Extreme sports are a multi-billion-dollar industry. The behaviour of athletes who participate in them differs from the majority of consumers in that they voluntarily seek out risky and dangerous situations that other consumers actively avoid. It has therefore been suggested that these consumer-athletes may have a unique psychology in this regard. The book adopts a novel approach based on established psychological theories concerning the behaviour of extreme individuals, applying and translating them into marketing research and practice. It discusses how specific psychological drivers impact the consumption behaviour of consumer-athletes and a variety of marketing-relevant outcomes. By demonstrating that extreme consumers are characterized by a unique psychology that leads them to act and think differently, this book offers scholars deeper insights into consumer behaviour, while also helping practitioners target this lucrative marketing segment more effectively.

General

Imprint:	Springer Nature Switzerland AG
Country of origin:	Switzerland
Release date:	March 2020
First published:	2020
Authors:	Francesco Raggiotto
Dimensions:	210 x 148mm (L x W)
Format:	Hardcover
Pages:	126
Edition:	1st ed. 2020
ISBN-13:	978-3-03-040126-9
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General Books > Sport & Leisure > Sports & outdoor recreation > Sports training & coaching > Sports psychology Promotions
LSN:	3-03-040126-X
Barcode:	9783030401269

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