Constructing a positive narrative for African sport consumerism

Abstract

Sport consumerism is a burgeoning field of practice and serves both the utilitarian and behaviouristic goals. The utilitarian aspects are aligned to derivatives of value generated through the sport consumption effort. Behaviourism in the consumer context suggests a communal narrative, informed through observable actions which, in totality, construe social phenomena. This article applied social exchange theory to understand the utilitarian and behavioural functions sub-served by sport consumer psychology in the African context. An evaluation of literature from regional studies is made and the theory is explored with the view of putting forward research themes for the future.