Segmenting soccer spectators by attachment levels: a psychographic profile based on team self-expression and involvement

The present study aimed to use attachment as a segmentation criterion of soccer spectators and further describe these spectator segments based on self-expression and team involvement. The sample of the study included 280 (N=280) Greek soccer spectators. Cluster analysis was employed to categorize spectators into high and low attachment groups, and discriminant analysis using team self-expression and involvement to describe the two segments of attached spectators. The cluster analysis revealed two clear groups of spectators, who had significant different scores in their attachment levels (high and low). Furthermore, high attached spectators were shown to have higher scores in the self-expression and team involvement variables than the low attached spectators. The theoretical and practical implications of the results are discussed, and future research directions are provided.