Athletes’ Preferred Characteristics and Qualifications of Sport Psychology Practitioners: A Consumer Market Analysis

Abstract

Studies assessing the perceived characteristics of competent sport psychology practitioners have resulted in skewed data, making it difficult to discern the relative importance of each characteristic. Therefore, the purpose of this study was to assess the attributes of gender, ethnicity, interpersonal skills, physical appearance, athletic background, professional status, and sport culture in relation to one another using conjoint analysis, a consumer market analysis. College student athletes (N = 464) indicated a preference for a female practitioner whose ethnicity matched that of the athlete and possessed high interpersonal skills and sport knowledge, an athletic background, a physically fit body type, and had earned a professional degree. These findings can be used by sport psychology consultants to modify the information they give to current clients and to develop marketing plans to appeal to potential clients.