Exploring Consumer Demand in Women’s Professional Basketball

Abstract

This research aimed to conceptualize the relationships between consumer demand and WNBA spectatorship from the Stimulus-Organism-Response perspective to better understand what product features of WNBA events impact consumption. As a league that fully embraces fan engagement through social justices initiatives, we do not know what specific core product features in the contemporary landscape of the WNBA lead to high perceptions of product quality and increased consumer demand. The Conceptual Framework of Consumer Demand for Core Product Features of the WNBA Live Game introduces Interactive Activity and Advocacy Programming as a way to understand the unique environmental features of WNBA consumption.