Rethinking segmentation within the psychological continuum model using Bayesian analysis

Highlights• We propose a novel approach to segmentation within the Psychological Continuum Model.• We compare conventional segmentation, k-means clustering, and Bayesian LPA approaches.• Bayesian LPA outperforms the conventional staging algorithm in assigning PCM stage.• Bayesian LPA offers more distinct segmentation boundaries and greater predictive power.• We encourage the use of Bayesian analysis in future sport management research.