I Am Bolder: A Social Cognitive Examination of Road Race Participant Behavior

Authors

Nancy L. Lough, University of Nevada, Las VegasFollow
Jennifer R. Pharr, University of Nevada, Las VegasFollow
Andrea Geurin, New York University

Document Type

Article

Publication Date

11-2-2016

Publication Title

Sport Marketing Quarterly

Volume

25

Issue

2

First page number:

90

Last page number:

102

Abstract

Sport participants have an economic value up to four times higher than that of sport spectators in the United States according to Kim, Smith, and James (2010). One participatory sport that has experienced tremendous growth in participation numbers worldwide since the mid-1990s is road racing. Road race event organizerscurrently face increased competition with each other to attract participants. Therefore the purpose of thestudy was to better understand the core determinants (or factors) believed to influence the behavior of roadrace participation.

Keywords

Running; Road race; Sport participation; Social Cognitive Theory

Repository Citation

Lough, N. L., Pharr, J. R., Geurin, A. (2016). I Am Bolder: A Social Cognitive Examination of Road Race Participant Behavior. Sport Marketing Quarterly, 25(2), 90-102.