search query: @author Shoham, A. / total: 10
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| Author: | Shoham, A. Rose, G. Kahle, L. |
| Title: | Marketing of risky sports: from intention to action |
| Journal: | Journal of the Academy of Marketing Science
1998 : FALL, VOL. 26:4, p. 307-321 |
| Index terms: | MARKETING RISK SPORTS INDUSTRY |
| Language: | eng |
| Abstract: | High-risk sports, such as skydiving, parachuting, and hang gliding, have become increasingly popular in recent years. This article uses expectancy-value theory to integrate previous research on risky behavior and risky sports. The model that is developed relates the expected benefits of risky sports to several antecedents: specifically, thrill and adventure seeking, arousal avoidance,role relaxation, and age. Two samples are drawn to represent the general population as well as people just joining risky-sports clubs. |
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