Consuming Extreme Sports

Psychological Drivers and Consumer Behaviours of Extreme Athletes

  • Francesco Raggiotto

Table of contents

  1. Front Matter
    Pages i-ix
  2. Francesco Raggiotto
    Pages 1-31
  3. Francesco Raggiotto
    Pages 113-123
  4. Back Matter
    Pages 125-126

About this book


This book explores the consumption behaviour of ‘extreme’ athletes from a quantitative perspective. Extreme sports are a multi-billion-dollar industry. The behaviour of athletes who participate in them differs from the majority of consumers in that they voluntarily seek out risky and dangerous situations that other consumers actively avoid. It has therefore been suggested that these consumer-athletes may have a unique psychology in this regard.

The book adopts a novel approach based on established psychological theories concerning the behaviour of extreme individuals, applying and translating them into marketing research and practice. It discusses how specific psychological drivers impact the consumption behaviour of consumer-athletes and a variety of marketing-relevant outcomes.

By demonstrating that extreme consumers are characterized by a unique psychology that leads them to act and think differently, this book offers scholars deeper insights into consumer behaviour, while also helping practitioners target this lucrative marketing segment more effectively.

Francesco Raggiotto is Research Fellow in Marketing at the Department of Economics and Statistics, University of Udine, Italy. His current research interests are in tourism management and sport management. He has published extensively in various academic journals, including the Journal of Business ResearchTourism Management and the Sport Management Review.


event tourism advertising marketing extreme consumption patterns thrill-seeking

Authors and affiliations

  • Francesco Raggiotto
    • 1
  1. 1.University of UdineUdineItaly

Bibliographic information

  • DOI
  • Copyright Information The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020
  • Publisher Name Palgrave Pivot, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-030-40126-9
  • Online ISBN 978-3-030-40127-6
  • Buy this book on publisher's site