The current study investigated the influence prior consumption has on male and female consumers and brand supporters. In particular, 206 self-reported fans of Disney reported their perceptions of the Disney and Universal theme parks brands. Results indicate that men reported more negative perceptions and likely behaviors toward Universal theme parks than did women. Further, those that had attended a Disney theme park were more negative toward Universal than participants that had not visited a Disney theme park. Finally, the interaction of prior park attendance and gender displayed significant differences among participants. The current findings study adds to the literature on group member behavior and presents numerous avenues for future research.
Havard, Cody T.; Wanna, Daniel L.; Grieve, Frederick G.; and Ryan, Timothy D.
"Returning to the Magic: Examining the Impact of Previous Attendance on Male and Female Disney Fans Perceptions of Universal Theme Parks,"
Findings in Sport, Hospitality, Entertainment, and Event Management: Vol. 1, Article 3.
Available at: https://digitalcommons.memphis.edu/finsheem/vol1/iss1/3