Watching Baseball: Smells and Sounds

In my past couple blogs, I highlighted the experience at the Detroit Tigers' Comerica Park to explain consumer behavior patterns relevant to the City of Detroit and its people. Once again, I'll stay on 2100 Woodward Avenue to talk specifically about situational influences on fan behavior.

Situational influences are "temporary conditions that impact consumer behavior" (Class Slides, Chapter 11, 6). In other words, there are many different elements that can impact the buying behavior of a fan at Comerica Park. These elements include the time, physical and social surroundings, and the purchase reason (Class Slides, Chapter 11, 6). To demonstrate the effects, I'll illustrate some common ballpark qualities that positively impact fan purchases. Naturally for ballparks, each of the following qualities will be affective ones, meaning that they emphasize "a unique environment, exciting decor, friendly employees, and, in general, the feelings experienced in a retail place." (Babin/Harris, 223).

First, the odor of hot dogs and mustard is noticeable before fans even get their tickets scanned and enter the ballpark (Mustard has a stronger smell than ketchup, yes, but it is also much more prevalent in ballparks crowded with patriotic Americans intending not to disgrace their country by plopping pasty tomatoes on a delicious frank). Imagine a hungry businessman who just left work in time for the first pitch. He could grab a bite nearby, but he already smells the intoxicating scent of ballpark foods from within a quarter mile, and the thought of eating a taco at the nearest Mexican restaurant will not cross his mind. 

Second, the noise of the crowds and the announcer will fire up any fan to root on his team. At Comerica Park, when they score, a "roar" is played through the loudspeakers. Fans then feel a great sense of pride in their team, causing them to cheer loudly and feed off one another. Without realizing it, a lot of fans, including me, will purchase Tiger merchandise to both show their pride and blend in with the crowd.

Third, the weather can greatly impact fan purchases. Comerica Park is an outdoor ballpark so fans feel the elements of the weather on a game-by-game basis. Coming up, the Tigers will open their season in early April when temperatures can linger in the low 40's. You don't have to experience a three-hour ballgame in the cold to predict that you would be more likely to purchase hot chocolate or coffee. Oppositely, on day games in the middle of August, the temperature can reach almost 100 degrees. You can bet that on days like these fans are more willing to purchase cold pop and lemonade.

Ultimately, going to a ballgame is full of situational influences. I highlighted just the affective qualities of the physical surroundings of Comerica Park, but there are countless other influences that impact fan buying behavior. I can guarantee you will feel these influences at the next ballgame you attend. 

Watching Baseball: A Love Story

Watching baseball is less of an activity and more of a lifestyle. It's a lifestyle with a community far larger than most. And, if you're from Detroit, it's not a community you can choose. This isn't the east coast, where everyone dons a Yankee hat to make a fashion statement. This is Detroit. And there is only one available community: The one that fills Comerica Park 81 times per year and cheers on the Tigers.

Let’s just get this out of the way: Detroit Tigers fans share in a brand community. “Brand communities are groups of consumers who develop relationships based on shared interests or product usage.” (Babin/Harris, 148) The Detroit Tigers organization is a brand that may be more talked about than any other in the summer months. Through wins and losses and injuries, many Detroiters are customers and seemingly all Detroiters have something to say.

Next, Detroit Tigers fans belong to an informal group. “An informal group is a group that has no membership or application requirements, and codes of conduct may be nonexistent.” (Babin/Harris, 149) Detroiters never had to sign anything to wear the Old English “D” across their chests. Although, that would have been nice, just ask Miguel Cabrera. The only code of conduct would be the need to keep behavior levels a few notches below the other informal group across the street.

Finally, fans would agree that their fanhood is both aspirational and dissociative. Aspirational groups are ones that members would like to be in while dissociative groups stand opposite (Babin/Harris, 149). I think it goes without saying that when the Tigers are playing well, fans love to associate themselves with the blue and white uniforms. And while they regret it, fans may feel like dissociating after a few losses.

Now, allow me to broaden the topic to all baseball fans. As biased as I am, there’s just something special about watching and following baseball anywhere around the country (Or, in Toronto, and maybe even Montreal if you haven’t paid attention in awhile). First, baseball teams play virtually every day. If your favorite team has a bad game, there will always be an opportunity to feel great the next day. Second, ballpark hotdogs with mustard are simply amazing. And in no other sport will you find food as consistent as that. Third, and above all, baseball games are played during the summer and in wide-open stadiums. There is no better feeling than sitting down in your seat for an evening ballgame. You can enjoy the warm sun and air, the striking sunset, and finally the token stadium lights once the orange leaves the sky. There is nothing better.