Akira Asada, Ph.D.
My research agenda lies primarily in sport consumer behavior particularly within the areas of word of mouth and sport socialization. By employing survey and experimental design approaches, I examine the psychological mechanisms of how sport consumers influence each other's decision-making. The goals of my research are (a) to advance theoretical understanding of social influence among sport consumers and (b) to propose effective marketing and communication strategies for sport organizations to acquire new customers and increase revenue.
Department of Kinesiology & Sport Management
AddressBox 43011, Texas Tech University, 2500 Broadway, Lubbock, TX 79409