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Shin Presents at the World Association for Sport Management Conference

Dr. Stephen Shin

Dr. Stephen Shin

Dr. Stephen Shin, an assistant professor in sport administration, presented “Adapting Consumer Styles Inventory (CSI) Scale to Ethnic Consumers” at the poster session in the World Association for Sport Management (WASM) conference in Madrid, Spain. In order to make psychometric properties of the CSI generalizable to ethnic subcultures, the CSI was applied to the context of Korean American consumers to identify shopping orientations. Then, the essential consumer decision-making styles were validated on the purchase of golf clubs as a selected sport product category. Profiling ethnic consumers by exploring their decision-making styles and demographic variables provided more critical ways to identify and understand the differences between consumer segments and to target each segment with the tailored marketing strategies. Dr. Shin shared his experiences and information obtained from the conference with his students in the sport administration program. Based on the context of the global sport platform, it was discussed in his class how Spanish professional soccer clubs have been developed and how their organizational and financial system is different compared to American sport organizations.