The Role of Product Importance Type on Brand And Product Level Responses

Abstract

This research empirically examined product importance, its sources and role in explaining behaviour within an experiential consumption context of spectator sport. Product perceptions represent a psychological phenomenon evoked by a personal interaction with a given stimuli in a particular situation. Perceptions of sport product type would be drawn from the desired benefits and meaning individuals' derive from their symbolic association with the experience. A theoretical model developed by Bloch and Richins (1983) was used to explain how sources of stimuli (i.e. Situational Effects and Personal Characteristics) impact on perceptions of the product's importance, and how this in turn leads to certain psychological and behavioral responses.