Predicting adventure seeking of young adults: The role of risk,innovativeness and status consumption |
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| Institution: | 1. Digital Marketing Associate, Nine Line Apparel, 450 Fort Argyle Road, Savannah, GA, 31419, United States;2. Marketing Department, Parker College of Business, Georgia Southern University, P.O. Box 8154, Statesboro, GA 30460-8154, United States;3. Department of Marketing and International Business, Foster College of Business, 1501 W. Bradley Avenue, Bradley University, Peoria, IL, 61625, United States;1. Metro 212, Dept. 6606 615 McCallie Ave., Chattanooga, TN 37403-2598, University of Tennessee at Chattanooga, United States;2. 1200 Grandview Ave., Des Moines, IA 50316, Grand View University, United States;3. Metro 108, Dept. 6606 615 McCallie Ave., Chattanooga TN 37403-2598, University of Tennessee at Chattanooga, United States;4. 615 McCallie Ave., Chattanooga TN 37403-2598, University of Tennessee at Chattanooga, United States;1. School of Sport, Tourism and Hospitality Management, Temple University, Philadelphia, PA, 19125, USA;2. Faculty of Kinesiology & Health Studies, University of Regina, 3737 Wascana Parkway, Regina, SK, S4S 0A2, Canada;1. East Tennessee State University, Department of Sport, Exercise, Recreation, and Kinesiology, Box 70671, E224 MHSA Athletic Center, Johnson City, TN, 37614, United States;2. George Mason University, School of Recreation, Health and Tourism, 4400 University Drive, MS4D2, Fairfax, VA, 22030, United States;1. University of North Texas, 1155 Union Circle #310769, Denton, TX 76203-5017, United States;2. Lock Haven University, 401 N. Fairview St., Lock Haven, PA 17745, United States;3. Texas A&M University, 107 Gilchrist Building, 2929 Research Parkway, College Station, TX 77843-4243, United States;4. University of Florida, 1864 Stadium Rd., Gainesville, FL 32603, United States;1. University of South Carolina, United States;2. Temple University, United States;3. Virginia Commonwealth University, United States |
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| Abstract: | Extreme sports continue to grow and attract young adults. Research is needed to better understand what motivates athletes to participate in the adventure seeking of extreme sports beyond the need for thrills. The results of a survey utilizing a sample of young educated adults, those more likely to be able to fund adventure seeking, finds that those who are more innovative in the domain of extreme sports and who are less risk averse are more likely to participate in adventure seeking activities. The motivation to consume for status plays a key mediating role between innovativeness, risk aversion, and adventure seeking which suggests that status consumption is a vital individual difference variable in understanding and reaching the adventure seeking young adult. Furthermore, there is no difference by gender in the model tested. The implications for sport marketing managers and future research are discussed. |
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| Keywords: | Adventure seeking Status consumption Innovativeness Risk aversion Extreme sports |
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