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.