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Case- Climbing to the Top
Questions-
1. What types of programs or tactics would you suggest the owner institute to break the fear of Baby Boomers and change their attitude towards rock climbing?
2. What do you think motivates one to rock climb or try this sport? Is the value provided utilitarian or hedonic? If you never tried rock climbing, would you now consider it? If so, what would be your motivation?
3. Explain how the intrinsic motivation state of flow might occur in rock climbing.
4. Using the multiple trait approach to consumer behavior, analyze which specific consumer traits would explain one's motivation to rock climb. For example, the Five Factor Model of personality traits is one framework that can be used.
5. Using the ABC approach to attitudes, explain why a Baby Boomer might feel that rock climbing is a "young person's sport." Then, create a program for Rock Sport that attempts to change this negative attitude and invites Baby Boomers to try indoor rock climbing.
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