The Influence of Personal Values and Goals on Cognitive and Behavioral Involvement in Sport

Abstract

This exploratory study examined the relationships among personal values, life goals, and individuals’ cognitive and behavioral involvement in sport. Multiple regression analyses revealed that personal values and goals explained a small to large amount of variance in General Sport Fanship (28%), Team Identification (28%), Televised Sports Viewership (19%), Game Attendance (13%), Internet Use specific to Sport (13%), Sport Listenership (12%), Sport Merchandise Purchasing (9%), and Sport Readership (8%). Comprehending the practical implications of identifying personal values, and in some cases personal goals, that influence cognitive loyalty and sport consumer behavior might improve sport marketers’ abilities to predict various types of sport involvement.