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Living on the edge: Psychological drivers of athletes’ intention to re-patronage extreme sporting events

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  • Raggiotto, Francesco
  • Scarpi, Daniele

Abstract

Extreme sports are a multi-billion-dollar marketing phenomenon. The authors explore in the context of extreme sports the relationship between risk-taking attitude, perceived control, self-enhancement, event image, and re-patronage intention, through the lens of edgework theory and cognitive adaptation. The authors advance a theoretical model of multiple moderated mediation that provides insights for understanding what drives consumer-athletes’ intention to be loyal to extreme sporting events. The authors test the model with the PROCESS macro in SPSS on 500 active participants in such events and find that risk-taking leads to feelings of self-enhancement, especially when consumers feel in control of the risks they face. Self-enhancement in turn leads to re-patronage intention, especially when consumers have a positive image of the event.

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  • Raggiotto, Francesco & Scarpi, Daniele, 2020. "Living on the edge: Psychological drivers of athletes’ intention to re-patronage extreme sporting events," Sport Management Review, Elsevier, vol. 23(2), pages 229-241.
    • Handle: RePEc:eee:spomar:v:23:y:2020:i:2:p:229-241
    DOI: 10.1016/j.smr.2018.12.005
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