I Am Bolder: A Social Cognitive Examination of Road Race Participant Behavior
Sport Marketing Quarterly
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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.
Running; Road race; Sport participation; Social Cognitive Theory
Lough, N. L.,
Pharr, J. R.,
I Am Bolder: A Social Cognitive Examination of Road Race Participant Behavior.
Sport Marketing Quarterly, 25(2),