An exploratory investigation of the theorized levels of consumer fanaticism

Purpose – The purpose of this paper is to propose a model for the behaviors of consumers engaged in fan activity and test to see if that model simulates the movement of consumers among the proposed levels of fan behaviors. Design/methodology/approach – Support for the proposed model is examined through the literature, a series of structured interviews with fans are evaluated using first qualitative, then quantitative methodologies for evidence of the hypothesized model. Findings – The research indicates moderate support for the three‐level model first proposed by Hill et al. Research/limitations/implications – Given the moderate support found for the model, further research could serve to offer stronger evidence, as well as to examine the extinguishing process by which a fan exits the subculture. Practical implications – The research identifies members and levels of the fan subculture that marketing professionals should target when offering products and services aimed at those segments. Originality/value – This paper tests a model which has previously only existed as a theory, utilizing methodologies that integrate qualitative and quantitative research.