Purpose This review examines the intersection of Behavioural Science and sport fan decision-making, an underexplored area in Sport Management. It aims to identify opportunities to integrate Behavioural Science methodologies into research on fan behaviour, moving beyond traditional self-reported data to enhance understanding of fan cognition and consumption patterns. Design/methodology/approach A systematic review was conducted using the SPAR-4-SLR protocol. From 589 decision-making articles, 50 studies were identified as relevant to sport fan behaviour. These studies were analysed to assess methodological approaches, interdisciplinary collaboration and the prevalence of experimental designs, providing a comprehensive overview of current research practices in the field. Findings The review revealed three key issues: an overreliance on self-reported data, limited interdisciplinary collaboration and a scarcity of experimental designs. Methodologies common in consumer research, particularly observational and experimental approaches, remain significantly underutilised in Sport Management. The paper addresses these gaps by creating a new conceptual framework, aiming to enhance scientific understanding of fan behaviour and improve marketing effectiveness for sport organisations. Originality/value This review highlights the untapped potential of Behavioural Science to advance Sport Management research. By advocating for robust experimental and observational methodologies and interdisciplinary collaboration, it offers a framework for more nuanced, evidence-based insights into sport fan behaviour and identifies future research directions that can stimulate innovation in Sport marketing.
CHARLIE CONNOR (Wed,) studied this question.
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