Why We Buy Paco Underhill describes shopping as, “Human beings experiencing that

Question

Why We Buy Paco Underhill describes shopping as, “Human beings experiencing that portion of the world that has been deemed for sale, using her senses – sight, touch, smell, taste, hearing – and then choosing this or rejecting that (or choosing or rejecting it all, I suppose) on the basis of … something”. He further goes on to say, we buy things today more than ever based on trial and touch.  Based on this notion please answer the following questions:

1. a. We talked in class about behavioral involvement, cognitive involvement, and affectiveinvolvement. How does each of these relate to selling items (e.g., merchandise, tickets to future games, concessions, etc.) in the stadium?

b .What are three suggestions we as sportmarketers can implement to maximize each form of involvement in the stadium so we can sell more items?

Explanation / Answer

1) In selling items in the stadium, there would be a very high level of involvement with a certain degree of feeling involved in it, which ultimately has an affective involvement. In the otherwords, sellers would feel the environment, understand the crowd that would come in for buying tickets, or merchandise or future games etc, and based on that rates are fixed. Hence, it follows the pattern - "Feel - Learn - Do".

But if it is the case of Buying items in the stadium, a certain level of information is required, that allows the buyer to think whether it is really needed or not. This follows a high level of thinking or cognitive involvement where a buyer follows the pattern - "Learn - Feel - Do". This means, buyer would try to understand what exactly does the item offer, feel its need and ultimately decide whether to buy or not.

2) The three suggestions from my side would be -

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