As razões do consumo (e não-consumo) do Novo Basquete Brasil (NBB) via mídia: uma análise da motivação e atitude do apreciador de basquete em Uberlândia

Abstract

This study investigates the reasons why basketball enthusiasts in Uberlândia (Minas Gerais, Brazil) consume, or do not consume, Novo Basquete Brasil (NBB) games through media (TV or internet), with a secondary aim of characterizing this audience's attitude toward the league. The research is grounded in consumer behavior concepts, particularly consumption motivation and the three-dimensional attitude model (cognitive, affective, and conative components) proposed by Blackwell, Miniard, and Engel (2005), and also addresses sport as an entertainment product and the competitive influence exerted by the National Basketball Association (NBA). Methodologically, this is a qualitative, exploratory-descriptive study based on 28 in-depth interviews using a semi-structured script, divided into four quota groups (men and women who watch and who do not watch NBB), analyzed through Thematic Content Analysis. Results revealed six categories of reasons for consuming NBB — national basketball identity and support, entertainment through competitive excitement, personal connection to basketball practice, regional identification and local ties, extrinsic motivations, and socialization — and six categories associated with non-consumption, with "lack of media promotion and visibility" being the most frequent, followed by unfavorable comparison with the NBA. Attitude analysis showed that the cognitive component is weak even among league viewers, while the affective component tends to be positive or neutral even among non-viewers, suggesting that nonconsumption stems mainly from a structural gap in media exposure rather than a consolidated rejection of the product. The study also identifies a gender-specific barrier related to the lack of licensed products aimed at female consumers. As a managerial contribution, the study recommends that the league and its clubs invest in digital communication, expand the licensed product catalog, and strengthen regional ties in cities without current league representation.