Psychological continuum model
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Through Consumer behaviour, Awareness and Psychology
Framework
The figure shows the four stages of the PCM - awareness, attraction, attachment and allegiance. On each stage, there is a horizontal decision making process. Inputs (green arrows) influence the internal processing (blue boxes) that creates outputs (yellow arrows). The outcomes are shown in the four different stages of the PCM (grey boxes). The unique decision making process is based upon the level of involvement of the consumer towards a sport/team/event. The following sequence is shown in each stage:
Inputs → Internal Processing ↔ Output
The PCM framework states that, through the processing of internal and external inputs, individuals progress upward along the four psychological connection stages. The overall evaluation of an object at a specific stage is the product of the processing of personal, psychological and environmental factors.
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Stages
Awareness
Awareness stands for the notion when an individual first learns that a certain sport, event or team exists. In this stage the individual has not formed a preference or favourite. The PCM suggests that awareness of sport, teams and events stems from formal and informal channels, for examples parents, friends, school and media. In most cases awareness begins during childhood, but can also derive from other socializing agents. The value placed on the specific sport and event from a societal perspective is important in the awareness stage. The examples of I know about football and I know about Arsenal FC illustrate the awareness stage box.
Attraction
In the attraction stage, the individual has a favourite sport, event, team or leisure hobby. Attraction is based upon a number of extrinsic and intrinsic motives. In other words, the sport, event, or leisure hobby provides the opportunity to satisfy needs and receive benefits. The motives stem from a combination of personal, psychological and environmental factors. The Attraction processing creates outcomes of positive affect and intentions, as well as engaging in consumption behaviour related to the sport and event. The examples of I like football and I like Arsenal FC illustrate the attraction stage box.
Attachment
In the attachment stage the benefits and the sport object are internalised taking on a collective emotional, functional, and symbolic meaning. The psychological connection towards a sport, event, team or leisure hobby strengthens. Internal processes become more important and the influence of socializing agents decreases. Examples for the attachment stage are I am a football player or I am an Arsenal Fan.
Allegiance
As the attachment processing continues, the internal collective meaning becomes more durable in terms of persistence and resistance and has greater impact on activities and behaviour. This is noted by the examples of I live for football and I live for Arsenal FC within the allegiance stage.