Professional Documents
Culture Documents
This reading is primarily about identifying the members and levels of the fan subculture that marketing
professionals should target when offering products and services aimed at those segments.
The purpose of this paper is to propose a model for the behaviors of consumers engaged
in fan activity and test to see if that model simulates the movement of consumers among the proposed
levels of fan behaviors
The term fan is used as a general term for a person who is enthusiastically devoted to something or
somebody, such as a band, a sports team, a genre, a book, a movie or an entertainer. Collectively, the fans
of a particular object or person constitute its fan base or fandom. They may show their enthusiasm in a
variety of ways, such as by promoting the object of their interest, being members of a fan club, holding or
participating in fan conventions, or writing fan mail. They may also engage in creative activities ("fan
labor") such as writing fan fiction, making memes or drawing fan art.
Findings The research indicates moderate support for the three-level model first proposed by Hill et al
which divides transition of fan hood from various levels viz. Dilettante, Dedicated, Devoted &
Dysfunctional
Examples of different types of fan behavior
1. Harley Owners Group(Devoted Fan behavior):- It is a sponsored community
marketing club, operated by Harley-Davidson for enthusiasts of that brand's motorcycles.
https://www.youtube.com/watch?v=bW8LZwsd2PA
3. Sudhir kumar chaudhary (Dedicated Fan bahaviour):- He is widely recognized for attending
every home match the Indian team has played since 2003.[For some overseas tours, he also
collects funds from the cricket loving public
Levels of Fanaticism
Dilettante Dedicated
Fan behaviour constrained by time factor and At dedicated level, the fan adjusts their lifestyle
social impetus to watch a program, collects items related to
Dysfunctional area of interest
The individual becomes so obsessed with the Devoted
subject that he gets involved in antisocial Fans make major changes to their lifestyles in
activities order to actively pursue the area of interest
Qualitative Quantitative
(10-15 minutes Interviews at fan venues) (Surveys from fans at varying levels of involvement)
Interview Survey
10-15 minutes in duration Covers questions on Areas of interest/Demographic Survey/Soap
Interaction with participants helped Operas
frame quantitative survey Helps identify non fan responses in the sub culture
Multitrait-Multimethod matrix
Multiple traits are used in this model to examine similar
and dissimilar traits.
Multiple methods are used to identify the differential
effects caused due to method variance
Overview of study employed Validity: Construct validity refers to the degree to
which inferences can legitimately be made from
the operationalizations in your study to the
Parameters for theoretical constructs on which those
operationalizations were based. You might think
psychometric quality of
of construct validity as a "labelling" issue. When
scale employed you implement a program that you call a "Head
Start" program, is your label an accurate one?
When you measure what you term "self esteem"
Unidimensionality Reliability Validity is that what you were really measuring?