Although personal opinions and beliefs are robust influencers of consumer behavior, research linking such factors to sport consumption is deficient. Hence, two studies are developed. Study 1 explores beliefs (i.e., internal locus of control for game outcomes) and opinions (i.e., personal expertise about a team, attitude toward the head coach) as determinants of fans’ willingness to attend games and purchase apparel of their
college football team. Study 2 examines these same determinants of fans’ willingness to attend games involving their
college football team. There is partial support for the posited relationships in both studies.