Psychological Continuum Model
The Psychological Continuum Model (PCM) is a conceptual framework, introduced by Daniel Funk and Jeff James in 2001, that organizes an individual's psychological connection to a sport, team, or activity along a vertical hierarchy of four stages: awareness, attraction, attachment, and allegiance. Rather than treating fans as either involved or not, the PCM describes how connection deepens as sport-related mental associations grow more numerous, stronger, and more resistant to change. At awareness an individual simply knows a sport or team exists; at attraction they develop a preference driven by hedonic and dispositional needs; at attachment the object becomes internalized and meaningful to the self; and at allegiance the connection is durable, biased, and resistant to counter-persuasion. Funk and James later elaborated the meaning of attachment and how it converts into loyal allegiance, making the PCM a foundational organizing theory for sport consumer behavior research.
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- Funk, D. C., & James, J. (2001). The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual's Psychological Connection to Sport. Sport Management Review, 4(2), 119-150. · DOI 10.1016/S1441-3523(01)70072-1
- Funk, D. C., & James, J. D. (2006). Consumer Loyalty: The Meaning of Attachment in the Development of Sport Team Allegiance. Journal of Sport Management, 20(2), 189-217. · DOI 10.1123/jsm.20.2.189
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