Consumer Involvement “ Using Zmet Technique to Construct a Mental Map for Sports Activities”

Consumer Involvement – “ Using Zmet Technique to Construct a Mental Map for Sports Activities”

Brunilda Beleraja

Vlora University of Ismail Qemali, Vlora, Albania


A key aim in the behavioral sciences is to understand the mechanisms behind individuals’ motivation to participate in health behaviors (Godin & Kok, 1996). This goal are important in a sports activity context in light of research supporting the physiological and psychological benefits of regular exercise in adults and young people (Gutin & Owens, 1996).
Sport consumer behavior research, suggests that sport consumer behavior represents consumer behavior relative to products and services offered in the sport and leisure industry.
Trying to understand the customer, first of all, we must understand the cognitive structures or mental models that underlie consumer involvement. Zaltman metaphor-elicitation technique (ZMET) (Zaltman, 1996) is a powerfull tool that helps researchers to build a consumer map of involvement in a product knowledge structure. As a result, qualitative research using ZMET technique will be the main instrument to develop this stady. Highly involved sportiest will be chosen for the purpose of this study because high involvement often, correlates with high product knowledge and expertise (Celsi & Olson, 1988). The results of this paper will be presented in a consumer map, which will show the most important motives of Albanian Youth Involvement in sports activities.

Keywords: Consumer behavior, Involvment, Sports activities, ZMET.

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How to cite this article:
Brunilda Beleraja. Consumer Involvement – “ Using Zmet Technique to Construct a Mental Map for Sports Activities”. Global journal of Economics and Business Administration, 2018, 3: 17. DOI:10.28933/gjeba-2018-11-2206


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