The Psychology of Buying a Squash Racket: Part 2

In Part 1 of ‘The Psychology of Buying a Squash Racket’, we looked at the internal factors which influence us to make buying decisions. Our personal perception, knowledge, attitude, personality, lifestyle, motivation and the roles we play in our lives all affect the way we buy. Marketers know this and are experts in finding out just how potential buyers live their lives so that they can work out what kind of products to develop.

But apart from internal factors, there are external factors which influence our decision-making. Factors which are outside our control but which directly or indirectly affect our lifestyles and what we consume.

There’s also a well-known process that all buyers follow in making purchases. And, not only that, there’s a typical feeling that some buyers experience after they’ve made a certain kind of purchase.

The wrong one…

Outside Edge

The Cultural Connection

Culture is made up of inter-woven sets of shared values, attitudes, goals and practices which we learn by observing or interacting with other members of society. It also incorporates shared behaviours  and actions based upon what is a uniquely human capacity for symbolic thought. In other words our capacity for associating strongly with stories, iconic objects and other cultural references.

In the context of squash, it’s easy to see squash balls and squash rackets as iconic objects forming an integral part of squash culture, much of which is passed on from one member of the broader  squash  community to another.  But culture is a broad concept which, to marketers, is less  important as understanding what happens within smaller communities or sub-cultures. Sub-cultures also have shared values but within smaller communities such as those influenced by age, ethnicity, gender, religious belief, geographical location or special interests. Think of women squash players, juniors, veterans, coaches and so on.

So, as part of their efforts to convince customers to buy their products, marketers often use cultural references, especially in targeted promotional appeals. The idea is to connect to consumers using cultural references that they will instantly recognise and embrace. By doing so, the marketer hopes that  the consumer will feel more comfortable with the product or relate to it better as it corresponds with their cultural values. Smart marketers also use culturally-informed research methods to try and identify differences in how sub-cultures behave. This helps them to identify changes in behaviour which they can then respond to by changing their marketing tactics, for example by developing new products, making new offers or opening new sales channels.

Leaders and Followers

As well belonging to specific cultures, consumers also belong to groups with whose members they share certain characteristics. Often these groups contain opinion leaders or other individuals who have a major influence over what members of the group decide to purchase. Some of the groups we typically belong to include:

  • Social Classes – which represent the social standing we have within a society based on such factors as income level, education and occupation
  • Families – which give us a strong sense of identity and can also affect how we make purchase decisions
  • Reference Groups – which many of us either belong to or feel the need to associate with (or, in certain cases, disassociate from)

Characterising the groups consumers belong to also helps marketers to identify target markets, develop new products, and create appealing marketing promotions to which consumers can relate. In particular, marketers try to identify group leaders and others to whom group members look for advice or guidance. These people, if well-respected by other group members, can often be used to provide an insight into group behaviour; and, by accepting promotional opportunities, they can act as effective spokes-persons for the marketer’s products.

So, not surprisingly, professional squash players are often sought out by marketers to lend their image and endorsement to certain (usually expensive) squash rackets.

Reviewing The Situation

The third external factor affecting purchase decisions is circumstance. In other words, the   situations people find themselves in when making decisions. Situations may arise from a  variety of personal circumstances such as someone’s physical environment, their emotional state, or even time constraints. And some situations are uncontrollable, in which case a consumer may not stick to their normal approach to making a purchase decision.

For example, if someone  needs a new squash racket quickly and their local retailer doesn’t carry the brand they usually purchase, they may choose to buy a competitor’s product.

Marketers typically try to take advantage of decisions made in uncontrollable situations in at least one of two ways. First, they can use promotional methods to reinforce a specific selection of products, perhaps by promising to service an item free of charge if the user accidentally damages it. This incentivises the buyer to use the purchased item rather than just keep it as a spare.

Second, marketers can try to convince consumers that a situation is less likely to occur if their product is used. In the case of a squash racket, this may be by claiming that particular materials used to make it are well in advance of those used to make other rackets, making it (almost) indestructible and imbued with magical properties.

Which, of course, it isn’t.

How We Buy

So, having thrashed every last ounce out of the factors that influence our buying decisions, what about the buying process itself? Just how do we buy? Well, researchers have identified five purchase decision steps although whether a consumer will actually carry out every step depends on the type of purchase decision they face.

Purchase Decision Steps

Purchase Decision Steps

In cases of routine, brand loyal purchases, for example, consumers may skip several steps in the purchasing process because they know exactly what they want; it may take them little or no time to come to a decision. For more complex decisions, however, such as those associated with major new purchases, the purchasing process may take days, weeks, months or even longer.

So, in considering the five purchase decision steps, marketers know that, depending on the circumstances surrounding the purchase, the importance of each step may vary. Even though they may not know exactly how.

Step 1: Recognising That We Need Something…or Want Something

In Step 1, the consumer feels that, for some reason, they are not satisfied with their current situation (their perceived actual condition) and wants to improve it; in other words, they want to achieve their perceived desired condition. With me so far?

So internal triggers, such as the dissatisfaction which some players may feel after a run of lost squash matches, may cause them to believe that a new squash racket is needed. External factors can also trigger a consumer’s needs. Marketers are particularly good at exploiting opportunities arising at this stage of the decision-making process through advertising; through features in  squash magazines or on squash websites, or using displays at squash events or  in sports retail outlets.

At this stage the may stall if the consumer is not motivated to continue – and we looked at what motivates people to buy in Part One of this article. However, if they do have the internal drive to satisfy their need they will continue to the next step in the process.

Step 2: Searching for Information

Motivated consumers will next look for information about possible purchases. To get the information they need, they may simply recall information from their past experience (memory), ask other people about their past experiences (always entertaining), or expend considerable effort to access information contained in outside sources such as advertisements, articles and videos. How much effort a consumer will choose to expend on  searching typically depends on such factors as: the importance of satisfying their need; their familiarity with the options available to them; and the amount of time they are prepared to spend on their search.

To appeal to buyers at the search stage, marketers generally make efforts to ensure that they can easily locate information related to their products. So, for marketers whose customers rely solely on the internet as a source of useful information, attaining high rankings on internet search engines is a critical part of their marketing strategies.

Step 3: Evaluating Options

Consumers’ search efforts may – or may not – result in a set of options which they can assess before making a choice. At this stage, a consumer may create a set of possible solutions to their needs simply in terms of product type or, additionally, in terms of the brands on offer for each product type. So, for an adult male wanting a new squash racket, a choice of brands will typically be available, each of which will provide a further range of options relating to racket head shape, stringing, weight and balance, grip, colour and accompanying promotional storyline.

So, marketers need to understand how consumers evaluate product options and why some products are selected to choose from whereas others are not. Most importantly, marketers need to discover which criteria consumers are using to select of possible options and how each criterion is being evaluated. Marketing tactics tend be most effective when the marketer can target their efforts based on accurate knowledge of which benefits are most valued by consumers when selecting purchase options and what is the relative order of importance of each benefit.

Not an easy task.

Step 4: Making a Purchase

In many cases,  the product chosen by a consumer is the same as that which they have evaluated as being the most suited to their needs. However, this may change when it is actually time to make the purchase. In other words, the intended purchase may be subject to alteration at the time of purchase. The product may be out-of-stock or have been discontinued, often a common situation with squash rackets as product lines are regularly changed. A retailer may offer an incentive at the point of purchase, for example by mentioning a competitor’s offer. A consumer may not have the money they need, or may be adversely influenced by members of their reference group who take a negative view of their proposed purchase.

For their part, current market leaders in particular have to make sure that purchase transactions go as smoothly as possible. Internet retailers in particular have tried to streamline their online shopping cart and checkout processes to reduce the likelihood of consumers abandoning their purchases before completion. Marketers whose products are not currently amongst the consumer’s first choice, may offer last chance marketing incentives, such as getting in-store salespersons to “talk up” their products at the checkout line.

Step 5: After-Purchase Evaluation

Surprisingly perhaps, the buying process isn’t over even after a purchase has been made. The consumer is still faced with an evaluation of their decision.

If a product performs markedly below a consumer’s expectations, then they will tend to re-evaluate their decision to buy it. If they are dissatisfied with their original decision, they may even want to return the product. In less extreme cases, they may still retain the item but hold a negative view of the product, making it less likely that they will purchase a similar product from the same marketer in future. This feeling of dissatisfaction even has a name – buyer’s remorse – and is particularly likely to occur in situations where the buyer regards their purchase as expensive or highly important.

Which leads us even further into the psychology of buying a squash racket

Buyer’s Remorse

Buyer’s remorse is thought to stem from a fear of making the wrong choice, from feelings of guilt about being extravagant, or from a suspicion of having been exploited by a salesperson.

The anxiety which characterises buyer’s remorse may be rooted in various factors, such as the consumer’s concern they may have purchased the wrong product, or even the right product but at too high a price. Other concerns may arise from: the purchase of a current model now rather than waiting for a newer model; purchases made in an ethically unsound way; purchases made using credit or a loan that will be difficult to repay; or even the  purchase of an item which may be unacceptable to others, such as fellow members of a reference group.

Before the buying process starts, a prospective buyer will often feel positive emotions towards their future purchase, including desire, a sense of heightened possibility, and an anticipation of the enjoyment that will accompany the use of the product. Having made their purchase, however, they are more likely to experience negative aspects such as worry that other people may later question their purchase or claim to know better alternatives.

Where evidence exists that it is justified, buyer’s remorse is a classical example of what psychologists call cognitive dissonance. One will either seek to discount the new evidence, or to experience true regret – and try to renounce the purchase.

And you thought you were making a simple choice about which squash racket to buy, didn’t you?

Ah well. Better luck next time.

Ackowledgements

Thanks to Wikipedia for their entry on ‘Buyer’s Remorse’ and to KnowThis.com for their  fascinating 2009 article on ‘Consumer Buying Behaviour.’

Squash and the World of Wodehouse

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“There had been other dark moments in Freddie’s life. Once, back in London, Parker had sent him out into the heart of the West End without his spats and he had not discovered their absence till he was half-way up Bond Street. On another occasion, having taken on a stranger at squash for a quid a game, he had discovered too late that the latter was an ex-public-school champion.”

From “Jill The Reckless” by PG Wodehouse first published in the US in 1920 under the title “The Little Warrior”.
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PG Wodehouse was, and arguably still is, England’s best-loved humorist. Born in 1881, his father was a British judge who spent much of his professional career in Hong Kong, then a colony of the British Empire. In fact, Wodehouse was born, prematurely, whilst his mother was on a visit to England from Hong Kong. When he was three, he was sent back to England and placed in the care of a nanny before being sent to a succession of boarding schools. Between the ages of three and fifteen, he was to spend less than six months with his parents.

PG Wodehouse in 1905

PG Wodehouse in 1905

Despite his unusual childhood, Wodehouse was to enjoy enormous popular success as a writer, poet, lyricist and journalist during a career that lasted more than seventy years until his death in 1975. His many writings, including the Jeeves and Wooster stories, continue to be widely read. In many of them, he pokes fun at the English aristocracy, establishment figures (including judges), and American businessmen and philanthropists. All entertainingly embellished with the use of contemporary London clubroom slang.

But it was as a pupil of Dulwich College in South London that the young Wodehouse came into his own as a sportsman, gaining his school colours as a member of the cricket First XI and the rugby First XV. Not surprisingly, both sports were to feature heavily in his writings along with golf, tennis and a relatively new game which was emerging from the shadows of an older predecessor, racquets, then played at Dulwich.

The game of squash.

Racquets, Fives and the Rise of Squash

Classed as a Minor Sport, the game of racquets was well established at Dulwich by the time Wodehouse arrived as a pupil in the mid-1890s. The sport had originated as an 18th century pastime in London’s debtors prisons at King’s Bench and Fleet where the prisoners modified the even more ancient wall game of fives by using tennis rackets to speed up the action. They played against the prison wall, sometimes at a corner to add a sidewall to the game. Racquets then became popular outside the prisons and was played in alleyways, usually  behind public houses.

Nowadays, racquets is played in an enclosed court measuring 9.14m by 18.28m) with a ceiling height of at least 9.14m (30 feet). The singles and doubles games are both played on the same court, the walls and floor being constructed from smooth stone or concrete; both walls and floor are generally dark in colour to contrast with the white ball. Players use a 77.5cm wooden racket, known as bat, to hit the hard 38mm diameter white ball which weighs 28 grams.

In Wodehouse’s time there, Dulwich College maintained courts for both racquets and fives, the latter being built in 1894 and destroyed by enemy bombs in the Second World War. The racquet courts at Dulwich are also long gone although about 20 courts still exist in England’s public schools.

So, Wodehouse would have been familiar with both games, even though he didn’t gain school colours in either of them. Squash, on the other hand, was a new, up and coming offshoot of racquets and, at the beginning of Wodehouse’s writing career, was just the kind of trendy activity sought out by the younger set of London’s upper middle-class.

Including certain members of some of the British capital’s gentlemen’s clubs.

Squash and the Drones

Located off Piccadilly in London’s Mayfair district, the fictitious Drones Club was a recurring setting in Wodehouse’s writing, with many of his stories featuring the club or its members. The Drones was meant to typify the kind of private club originally set up by British upper class men in the 18th century to provide an environment in which to carry out gambling, which was still illegal outside members-only establishments.

Wodehouse’s description of the Drones Club’s young members, precisely fitted the contemporary Edwardian idle rich stereotype. However, he was keen to point out in his writings that some of the club’s members did actually hold down prominent jobs. Reginald ‘Pongo’ Twistleton, for example, was described as studying for The Bar whereas G. D’Arcy ‘Stilton’ Cheesewright (a rival of Bertie Wooster) worked, albeit briefly, as a special constable.

Nevertheless, the Drones with its restaurant, swimming pool and squash court was typical of many of London’s gentlemen’s clubs, even down to its numerous sports competitions, from golf to tennis and squash. Competitions, of course, on which wagers could be made and around which humorous stories could be written.

And one favourite storyline of Wodehouse’s involved young men displaying, or at least attempting to display, their sporting prowess in order to impress young ladies.

Jeeves and the Squash Handicap

Perhaps the Drones Club’s most well-known member was Bertram Wilberforce Wooster.

In Wodehouse’s writing, Bertie Wooster is the young, amiable and naive man-of-leisure, whereas  the older, and considerably wiser, Jeeves is his valet and friend. Most of the Jeeves and Wooster stories involve Bertie getting into some sort of scrape with a young lady, an aunt, a representative of the Law or, in some cases, all three. Typically, the omniscient and resourceful Jeeves  comes to the rescue in his inimitably modest, no-nonsense style.

Lauria as Bertie Wooster and Stephen Fry as Jeeves in ITV's "Jeeves and Wooster"

Hugh Laurie as Bertie Wooster and Stephen Fry as Jeeves in ITV's "Jeeves and Wooster"

In “Jeeves and the Yule-Tide Spirit”, Bertie and Jeeves arrive at the country estate of Lady Wickham whence they’ve been invited “for the festivities”. Bertie announces that he is in love with Lady Wickham’s daughter (and accomplished tennis player) Miss Roberta ‘Bobbie’ Wickham.

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“During your stay here, Jeeves,” I said, “you will, no doubt, be thrown a good deal together with Miss Wickham’s maid. On such occasions, pitch it strong.”

“Sir?”

‘You know what I mean. Tell her I’m rather a good chap. Mention my hidden depths. These things get round. Dwell on the fact that I have a kind heart and was runner-up in the Squash Handicap at the Drones this year. A boost is never wasted, Jeeves.”

“Very good, sir.”

From “Jeeves and the Yule-Tide Spirit” by PG Wodehouse first published in 1930.
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As revealed Wodehouse’s “The Mating Season”, Bertie is actually a racquets blue, a sporting honour awarded during his time at public school. So the revelation that he’s also a squash player is not really that surprising. He also plays darts and billiards, swims, and plays tennis, all activities well-catered for at The Drones. But which sporting activity should he choose to impress the object of his affection?

A Squash Player at Blandings

The Drones Club also features in Wodehouse’s Blandings novels, written between 1915 and 1975. Blandings Castle is the fictitious seat of Lord Emsworth and home to many of his eccentric family, including his younger brother, Galahad Threepwood. Galahad is, in fact, a member of the Pelican Club, an older, more traditional version of The Drones with it’s more unruly younger membership.

Lord Emsworth is an amiable, absent-minded old chap who loves his home and gardens dearly and is never happier than when pottering about the grounds on a fine sunny day, poking at flower beds or inspecting his champion pig, The Empress of Blandings. For the Threepwood family and their friends, the castle is forever available for indefinite residence, and, in Wodehouse’s writing, is often a setting for love-struck young men and ladies to act out their personal dramas.

In ‘A Pelican at Blandings’, Galahad Threepwood, muses on the appearance of John Halliday, son of the late JD ‘Stiffy’ Halliday who had been a fellow Pelican Club member.

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“There was about him something of the air of a rising young barrister who in his leisure hours goes in a great deal for golf and squash racquets. And that, oddly enough, is what he was. His golf handicap was six, his skill at squash racquets formidable, and he had been a member of The Bar for some five years”

From “A Pelican at Blandings” by PG Wodehouse first published in 1969.
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Halliday later arrives at Blandings in the persona of a psychiatrist ostensibly hired to analyse Lord Emsworth but, in reality, hoping to press his suit with his fiancée Linda Gilpin who is visiting the castle with her uncle, Alaric, Duke of Dunstable. In fact, Galahad has been instrumental in smuggling Halliday, now his god-son, into the castle, having been called on for help after an estrangement between the man and his beloved Linda, caused by Halliday’s zealous devotion to his duty as a lawyer despite his fiancée being a witness in…

…well, you get the idea…

So, does the squash player get the girl? Well, there’s at least one way you can find out.

Acknowledgements

Thanks, as ever, to Wikipedia and it’s army of contributors to entries on rackets, PG Wodehouse and beyond. Also, thanks to the Russian Wodehouse Society and The Literature Network for various articles on the great man and his work.

The Psychology of Buying a Squash Racket: Part 1

When I told a friend of mine that I was writing a squash blog one of his first suggestions was that I should write a post on how to buy a squash racket. Not surprisingly, this followed a series of questions including, “What is a blog?”, “Who’s going to read it?” and, my personal favourite, “What for?”

At the time, I was pretty clear in my response to the first question, less clear about the second one, but perfectly clear about the third. I had to write about something that would motivate me to explore it  from different angles and maybe discover new things about it that I didn’t already know. And, having been involved with it for most of my adult life, I felt that squash would do quite nicely. Which it has.

Nevertheless, the squash racket suggestion stuck in my mind, and stayed there until I’d qualified, both as a squash coach and as a personal development coach. By that time, I’d already come across dozens of articles and videos on ‘How to buy a squash racket’, all of which focussed on the technical aspects of the rackets themselves; racket head size, weight, grip, stringing and so on. All of them useful in their own way, but all of them fairly dispassionate. Which got me thinking.

Coaches of every denomination will tell you that people are passionate about things and that  different people are passionate about different things. They’ll also tell you that different  people are motivated to do different things in different ways and in different situations, whether it’s at work, in business, in their personal lives or, more specifically, on a squash court. And, at different stages of their lives, different people, including squash players, are motivated to achieve different things.

In fact, through psychology studies, we now know more than ever about what kind of things influence people not just to do things, but to make choices about what to do. Choices about finding a partner, choices about pursuing a career, choices about playing a sport and choices about what to buy.

Including a squash racket.

What Kind of Things Influence Us to Buy?

So what influences us to buy?

As you might guess, the factors affecting how customers make decisions are both numerous and complex in the way that they relate to each other. Buyer behaviour is deeply rooted in psychology with dashes of sociology thrown in for good measure. What’s more, since every person in the world is different, it‘s impossible to define simple rules that explain how buying decisions are made.

But researchers who’ve spent many years studying buyer behaviour have come up with some useful guidelines to describe how someone decides whether or not to make a purchase. The guidelines describe two distinct categories of influence, internal and external, how they influence buying decisions – and how they influence  marketing strategies.

And those are what we’ll look at in this article.

Inside Job

If we want to understand the first of these categories, we need to look inside ourselves to see which are the most important factors affecting how we make choices. In fact, there are seven to choose from which, together with the external factors we’ll learn about later, should give you a feel for what’s going on when you consider what to buy, or whether to buy something at all. Obviously, the number of possible combinations of factors affecting buying behaviour is astronomical. But, if we stick to a single type of purchase item (a squash racket), then at least we’ve got a fighting chance of understanding what might be driving our own buying behaviour as individuals.

So here goes.

Perception is Reality

The first internal influence is perception, the way we filter information – such as the information obtained from a conversation with a fellow squash player, from watching a squash match or from reading an advertisement for a squash racket – and then make sense of it. How we perceive, as individuals, is determined by our personal approach to learning which, in turn, affects how we act.

And we all learn in different ways. For example, some people are able to focus their attention on a specific advertisement and remember some or all of the information it contains after being exposed to it just once. Other people need to be exposed to the same advertisement many times before even recognising what it is advertising, let alone what brand of item it is advertising. Also, people are much more likely to retain information if they have a strong current interest in the stimuli associated with the information – such as the pleasure of owning and using a shiny, new squash racket.

Marketers, of course, spend huge sums of money in their attempts to get buyers to form a positive impression of their products. But, clearly, the existence of people’s widely differing  perceptual filters means that achieving this isn’t easy.

Know Your Squash Racket

Knowledge is sometimes defined as being (amongst other things) the sum of all of the  information of which an individual is aware. In other words, the facts of their world as they  know them. On the other hand, the depth of someone’s knowledge can be thought of as a function of the breadth of their worldly experience and the strength of their long-term memory. So, what exists as knowledge to an individual depends on how that person’s  perceptual filters make sense of the information they’ve been exposed to.

When it comes to selling a squash racket, marketers typically carry out research to find out what people know about their products. As we’ll see later, it’s likely that other factors influencing buyer behaviour are largely shaped by what’s known about a product or a brand. So perhaps it’s not surprising that marketers are always trying new ways of encouraging potential buyers to accept more information.

Whether it’s factual or not.

Buying with Attitude

Attitude refers to what a person feels or believes about something and may be reflected in how they act, based on their beliefs. Once they’ve been formed, attitudes can be notoriously difficult to change and, if buyers have a negative attitude toward a particular squash racket or brand, marketers have to make huge efforts to change what those buyers believe to be true.

So, marketers competing to attract  customers typically try find out why people buying rival brands feel positive towards those brands. On the basis of their research findings, they then try to meet or beat their competitors on the most important issues; for example, the range of squash rackets on offer, pricing, appearance and so on. Alternatively, marketers may try to find rival customers who feel negatively towards their competitors and then try to increase their brand awareness.

The Personality Puzzle

David Funder

David Funder

In his 2007 book The Personality Puzzle, psychologist David Funder described personality  as “an individual’s characteristic patterns of thought, emotion, and behaviour, together with the psychological mechanisms (hidden or not) behind those patterns.” So, an individual’s personality should show itself through the characteristics they typically exhibit, particularly when they’re in the presence of others. Furthermore, in most cases, the behaviours people  display in one situation are similar to thosethey display in other situations.

Last, but not least, we all have our own vision of our own personalities, called a self-concept. Which, of course, may or may not be the same as others view us.

So how does all this influence our squash racket purchasing behaviour?

Well, marketers know that buyers make purchase decisions to support their own self concepts, even if those self-concepts have little or nothing to do with the demographic category they fall into. For example, senior citizens may make purchases which help make them feel younger. So, appealing to the buyer’s self-concept rather than their age, occupation or income, can help marketers to increase the size of their target audiences.

Living Your Life

What’s your lifestyle? How do you live your life through the interests you have, the things you do, and the things you spend your money on? Put simply, our lifestyles reflect what we value in our lives.

People buy products and services to support their lifestyles. And marketers have always  tried to find how potential buyers in their target markets live their lives as this helps them to work out what kind of products to develop. It also helps them to work out what  promotional strategies are most likely to be successful in selling those products, and even how best to distribute products based on where most of their buyers live.

So how does squash support your lifestyle? Is it in a social context, a cultural context, a health and wellbeing context, a commercial context (think squash coach) and so on. It may support your lifestyle in a number of ways, some of which you may not even have thought about. Whatever your own personal involvement with squash, your values, and how you honour them, directly influence your lifestyle.

And which squash racket you’re likely to buy.

The Motivation Factor

Motivation relates to our desire to achieve things. Some of the influences we’ve already  discussed, can affect a buyer’s desire to achieve a certain goal – but there are others. For example, when it comes to deciding what to purchase, a buyer’s motivation may be affected their financial position (“Can I afford to buy this?”), time constraints (“Do I need to buy this now?”), overall value (“Am I getting my money’s worth?”), and perceived risk (“What happens if I make a bad decision?”)

From a marketing perspective, motivation is linked to the concept of involvement. And involvement is all about the amount of effort a buyer is prepared to exert in making a decision. Highly motivated buyers typically want to get mentally and physically involved in the buying process.

Obviously, not all products (milk, for example) attract highly motivated buyers. But marketers promoting products that invite a high level of buyer involvement (such as a squash racket) will typically use strategies that are attractive to this kind of buyer. So, they will tend to make it easy for buyers to learn about their product; for example, by providing information on a website or providing access to video footage of the product being used or just described. For some products, they may allow customers to use the product in a free trial before expecting them to commit to buying it.

Handling a squash racket or even taking it on court to try it out are examples of this kind of marketing involvement strategy.

Who Do You Think You Are….or Would Like to Believe You Are….

In the natural course of living our lives, we all perform multiple roles. Roles in the context of our personal lives, our professional lives, and our working lives.

Roles represent the positions we feel we hold or that others feel we should hold when interacting with other people in a group context. These positions carry certain responsibilities, some of which  may, in fact, be perceived and neither agreed or even accepted by others.

Buyers tend to make product choices that vary depending on which contextual role they are assuming. In other words, their buying decisions support their role identities. So, the captain of a squash team selecting a racket for use in competitive matches may choose a more expensive or ‘higher perceived status’ racket than they would choose for use by a member of their family.

So, marketers often show how their products will benefit buyers as they perform certain roles. Typically the underlying message of this promotional approach is to imply that using the product will help raise the buyer’s status in the eyes of others whereas using a competitor’s product may have a negative effect on status.

So, now we know about the internal influences on our buying behaviour, what else is likely to affect the way we decide which squash racket to purchase?

Next Time

In Part 2 of ‘The Psychology of Buying a Squash Racket’, we’ll look at the external influences affecting our buying behaviour. We’ll also find out about how consumers buy – and how they feel afterwards.

Acknowledgements

For a fascinating description of ‘Consumer Buying Behaviour’, go to the excellent  KnowThis.com marketing website. You’ll never look at the process of buying a squash racket in the same way again!

Bollywood Squash

My first real taste of the exotic confection that is Hindi cinema came in the shape of a Saturday matinee at the celebrated Raj Mandir movie theatre in downtown Jaipur. The 1200-seat meringue-shaped auditorium, known as ‘The Pride of Asia’, originally opened in the mid-1970s. And, over the years, it’s hosted many Hindi film premieres attended, naturally enough, by their stars, fans, members of the Indian glitterati, and assorted media hacks.

Unfortunately, the premiere of Saudagar – a sprawling three and a half hour epic set in the Himalayas – had already taken place by the time I’d arrived in Jaipur, leaving me to settle for a star-less and media-free visit to the Raj. Nevertheless, I was treated to an enjoyable, if labyrinthine, story of love, romance, politics and violence punctuated only by the occasional high-energy dance ‘item number’ showcasing beautiful women in very revealing clothes.

The Raj Mandir Cinema in Jaipur
The Raj Mandir Cinema in Jaipur

But, if my visit to the Raj Mandir was memorable, my next destination was a city which had not only given its name to the Hindi film industry, but which was at the throbbing heart of Indian celebrity culture and media gossip. The place for film stars and their significant others to be seen, photographed and talked about.

And to play squash.

Celebrity Squash

At roughly the same time as the opening of the Raj Mandir, India overtook the US as the world’s largest film producer. And, as the commercial capital of the country and a source of much movie funding, the city of Bombay simultaneously found its colonial name combined with that of America’s Hollywood movie industry to create a new and distinctive Asian entertainment brand. Bollywood!

Since then, Bombay has not only become Mumbai but has strengthened its position, both as India’s commercial centre and as the heart of the Hindi movie industry. Not surprisingly, the city has also attracted more than its fair share of celebrity residents, the more athletically-inclined of whom are able (in other words, wealthy enough) to use the exclusive sporting facilities  provided by its private clubs and five star hotels. But perhaps what might be less expected in a country where cricket is the most popular sport, is the apparent popularity of squash as an activity with which many Bollywood celebrities are happy to be associated.

Hansika Motwani

Hansika Motwani

In fact, many Bollywood stars play squash, date squash players, support charity squash tournaments and generally contribute to the image of squash as a pretty cool sport to be involved with. All, of course, exhaustively reported in an astonishing number of celebrity magazines and gossip columns.

Introduced to the game by her brother, Mumbai-born film actress Hansika Motwani, plays squash regularly. “Squash is unique. It is fast, competitive, and provides an excellent workout” she says. “One hour of squash can burn up to 850 calories.  The best part is, since you are playing a sport, you don’t feel that you are working out!” Not sure that I follow the logic of that, but never mind.

Minissha Lamba

Minissha Lamba

Another actress Minissha Lamba is enthusiastic squash player as is so-called ‘bong bombshell’ Rimmi (formerly Rimi Sen). She loves the sport and, at the end of a long, tiring day, all she pines for is a good game of squash. “The game requires high concentration, power and high energy levels,” says Rimmi, “and that’s what attracts me to the most.”

But it’s not just Bollywood’s female stars who are squash lovers.

Sanjay Suri

Sanjay Suri

 

Celebrity-turned-activist Rahul Bose plays squash as does Srinagar-born actor Sanjay Suri whose his elder brother, Raj, introduced him to the game when he was a child.  Within two years, Suri was playing Sub-Junior squash for his home state of Jammu and Kashmir, and later went on to represent the state in the Indian Junior National Championships.

 

Aamir Khan

Aamir Khan

And then there’s actor Aamir Khan, a keen squash player and former smoker who’s regularly encouraged Bollywood’s star-struck fans to quit a habit still widely regarded as cool by many of India’s younger generation. “When I smoked,’” warned Khan in one interview, “I couldn’t play squash for more than 15 minutes. Two weeks after quitting…I could play for up to an hour. Nothing is more dangerous than cigarette smoking.” Just one example, perhaps, of a Bollywood role model promoting a healthy lifestyle as well as their latest movie.

Squash Romance

Where there are squash girls and squash boys, it probably shouldn’t come as any surprise that there is a high probability of squash romance. And, in Bollywood, rumours of romance, actual romance, public displays of romance and the death of romance are endlessly played out against a backdrop of intense media scrutiny and…er…gossip.

Neha Dhupia

Neha Dhupia

Perhaps the most high-profile Bollywood squash romance in recent years was that involving actress and former Miss India Universe winner, Neha Dhupia, and India’s then Number 1 squash player, Ritwik Bhattaracharya. The former college classmates had known each other for at least a decade before they ‘got together’ at a time when both their careers were in the ascendant.

Ritwik Bhattacharya

Ritwik Bhattacharya

 

Unsurprisingly perhaps, the naturally-sporty Dhupia soon hired a squash coach to teach her the basics of the game and improve her racket skills. But, despite her new-found passion for squash – and for one of its most famous exponents – Dhupia’s romance with Bhattaracharya eventually came to end after three years. But not before the celebrity couple had received an inordinate amount of media coverage in the Bollywood gossip columns, and simultaneously raised the public awareness of squash as an activity which just might lead to love.

So, after the tale of a beautiful Bollywood starlet finding squash passion, how about the  story of a beautiful squash  starlet finding Bollywood? Read on….

The First Squash Item Girl

Dipika Pallikal

Dipika Pallikal

“She’s a very sexy and pretty Indian squash player,” announced the Indian Cinema Blog in 2010. The blog post went on to say that there were ‘rumours’ from Southern India that Chennai-born Dipika Pallikal had ‘a good chemistry’ with the film industry and ‘liked to be a friend to all film and sports people.’ Furthermore, and possibly most important of all for millions of young Indian men, Pallikal was reported as saying that she didn’t have “any boyfriends at all.”

Away from the gossip, Pallikal (known as the Indian Sharapova) is only the second Indian woman ever to break into the World top 100 squash players. Still only 19, she’s won the German, Dutch, French, Australian and Scottish Open tournaments and is currently training under Egyptian squash coach Mohamed Essam Saleh. At the time of writing she’s reached Number 26 in the World rankings.

Dipika Pallikal on Court

Dipika Pallikal on Court

And she has indeed been offered starring roles in Tamil movies which, like their Bollywood equivalents, also have a massive audience. Pallikal has so far refused, instead focusing on becoming the Number 1 squash player in Asia. However, she has started to endorse various brands and is now appearing in a range of television advertisements. Her popularity is undoubtedly on the rise.

And Bollywood, at least for one World-class squash player, is beckoning.

Glossary

An item number in Indian cinema is a musical performance that has little to do with the film in which it appears but lends support to its marketability. The term is commonly used to describe a catchy, upbeat, often sexually provocative dance sequence or song.

A female actor, singer or dancer appearing in an item number (and especially one poised to become a star) is known as an item girl. Although the origin of the term is obscure, it’s likely that it derives its meaning from the objectification of sexually attractive women. This is because an ‘item’ in Mumbai slang is a ‘sexy woman.’

And finally, a bong babe is a girl from Bengal.

Acknowledgements

Thanks to Wikipedia for its informative, not to say exhaustive, entry on the ‘item number’ in Indian cinema. Also thanks to the Indian Cinema Blog for its feature on Dipaka Pallikal.

The Mathematics of Playing Squash

Today, military strategists resort to the mathematics of decision theory in developing war games. So perhaps it’s not surprising that mathematics or, to be exact, the mathematical theory of probability, can be applied to the game of squash.

Mathematical modelling can describe the main features of the game pretty well and, at a practical level, can reveal the best strategies available to the squash player. In fact, it’s also proved useful over recent years in deciding whether the scoring rules of squash should be changed; first for professional tournaments, then for national and regional competitions and, finally, at club level.

And it’s all due to a 19th Century Russian mathematician.

Squash and the Markov Chain

Andrei Markov

Andrei Markov

Believe it or not, squash offers a simple example of a mathematical structure called a Markov chain. The theory of these non-deterministic random structures was  first developed at the end of the 19th Century by Russian mathematician Andrei Markov (1856 – 1922). According to fellow mathematician, Hungarian Lajas Takacs, Markov got the idea for his chain by studying the occurrence of vowels and consonants in the poetry of his compatriot Alexander Pushkin. But, despite its unlikely beginnings, the theory is now used in a wide range of contexts, from telecommunications to genetics and even sociological modelling.

A Markov Chain identifies a system that can occupy a ‘countably finite’ number of states, and which can make a transition from one state to another after a unit interval of time. The likelihood of a transition depends only on the system’s present state and not on its previous history.

So, let’s take a single game of squash as an example of a rule-based system. Starting at ‘love all’ (and omitting rallies which end in lets), the game moves from one state to another as points are scored. With each rally, one of two outcome states will be reached corresponding to whether the server wins or loses the rally. That outcome state becomes the ‘new’ present state for the game.

Whether a player wins a particular rally will obviously depend on a range of factors such as their skill, fitness, judgement and (not that I ever need it myself) luck. Whether a player serves or receives will also be a factor, so we can reasonably state that ‘Player A’ should win a certain fraction of rallies when serving and a certain fraction when receiving. In other words, the probability that A wins a rally when serving is pA and when receiving it’s qA. If we calculate the corresponding definitions for Player B, then (because the total probability of any rally being won is always 1) it’s evident that pB = 1 – qA and qB = 1 –pA because when A serves, B receives and vice versa. With me so far? Good.

The Probability of Serving and Receiving

The simplest possible game to imagine is one in which pA = ½ and pB = ½. In other words, both players can expect to win 50 out every 100 rallies when serving and when receiving. Clearly, in such a match, A and B are equally balanced.

But now, let’s denote the probability that A wins the current rally (and a point) when serving by the character PA and when receiving by QA. Subscript B will denote the corresponding probabilities for B, in other words PB = 1 –QA and QB = 1 – PA. The probability that A wins the current point, however, depends on whether A or B is serving.

In the example, where pA = ½ and pB = ½, the probability of A winning the point when serving, PA, is 2/3 but when receiving it is only 1/3. To understand this surprising statistic, we need to realise that the probability of winning the point is equal to the sum of each winning sequence of rallies possible in the game. In other words:

pA = ½ + ½4 + ½8 + ½16 +…

This is a geometric series which, when added up, approaches (but never quite equals) 2/3. So the probability of A losing the point must therefore be 1/3.

And how many winning sequences can there be in a game? Well, that’s what the superscripts are in the above equation. Just consider the possible sequences for the first 2 points (A win – A win, A win – B win, B win – A win or B win – B win). Four possible sequences.

Or, what about the possible sequences for the first 3 points:

A wins – A wins – A wins

A wins – A wins – B wins

A wins – B wins – A wins

A wins – B wins – B wins

B wins – A wins – B wins

B wins – A wins – A wins

B wins – B wins – A wins

B wins – B wins – B wins

That’s eight possible sequences, rising to sixteen for the first 4 points. Complicated, eh? Well, not really if you understand probability which I’m sure the gamblers amongst you do.

We can use this approach to analyse squash games between any two players of arbitrary standard; that is for any values of pA and qA and the simple expressions derived for PA and QA in terms of these. For example, a player with a pA of 2/3 and a qA of 3/5 may be expected to win two out of three service rallies and three out of five returns of serve.

But what can mathematical studies of the game of squash tell us about how to play the game? For that, we need to skip the difficult stuff and look at the results of a scientific study.

Squash Studies and Player Tactics

Scientists at the University of Glasgow and the Rutherford Appleton Laboratory in Oxford created a mathematical model of squash in the late 1980s. They tested the model in true scientific spirit with two of them playing an experimental series of 29 squash matches including 105 squash games over a 3 month period. Just think of two guys wearing white lab coats running around carrying squash rackets and you’ll get the picture.

As both of them had no idea whether their theory was accurate or not, there was no chance of them ‘cooking the books’. Nevertheless, the recorded frequency of the scientists’ game and match scores – and the point scores predicted by the model – were remarkably good with pA = 0.59 and qA = 0.56.

The scientists also came up with some interesting findings.

For example, a player receiving should always choose to set two. If A were to choose no set,  A would need to win the next point and, as we’ve seen above, the probability of doing this is QA. On the other hand, if A chooses set two, the winning sequences for the next two rallies are:

A wins – A wins

A wins – B wins

B wins – A wins

B wins – B wins

Three out of the four sequences will involve A regaining the serve meaning that A’s PA is more favourable to winning a point. Player A should, in fact, choose no set only if A’s pA is less than about 0.38, a situation which would place them in the company of higher  performing squash players.

Minding Your P’s and Q’s

Obviously, players (even scientists) can have off-days or may tire at different rates during a match. However, the  model reproduced the broad features of squash: the clear advantage of the first server, the setting choice, and the frequency with which a player wins a game  without their opponent scoring. It also shows that the probability of winning a point is much greater for the player who won the last point. And, perhaps more than anything else, this is the factor that gives squash its reputation of being such a highly competitive game; players need to fiercely contest every point.

So what tips does the mathematical model offer? The first is for players to estimate their p and q coefficients by assessing their performance against similar standard players. They can then choose set two or no set in a tie-breaker with some confidence.

Next, a player may attempt to vary their p and q. For example, they may choose to expend a lot of energy returning serve in the hope of increasing q even though a possible consequence may be a decrease in p. Whatever they choose, the model found that one result is almost always true: it is to the advantage of the stronger player to concentrate on service returns and, conversely, for the weaker player to concentrate on service by adopting, for example, hit and run tactics.

Last, but not least, the model allowed for a comparison of the European (hand in) and American (point a rally) scoring systems. Supposing that the most probable game scores for three pairs of players under British rules are 9-6 9-3 9-1. A calculation using the model showed that, when converted to American scoring, these translated into 15-13 15-11 15-5. Generally speaking, American rules were far kinder to the weaker squash player, in the sense that the likelihood of an ignominious defeat was small. Matches appeared to be much more closely contested although, in fact, the probability of a win for either player would not be much altered.

So the next time you play squash, be sure to insist on American scoring and try and get your opponent to assess their p and q during the match.

With any luck, they’ll lose concentration.

Squash, Mathematics and Fun

For an explanation of probability in squash scoring – including tree diagrams (!) – see Toni Beardon’s “Playing Squash” article on the excellent NRICH website. You can also test your probability knowledge by answering, or at least trying to answer, a question on the same site. Have fun!

Acknowledgements

The article “Calculating to Win” by David Alexander, Ken McClements and John Simmons originally appeared in the New Scientist on December 10th, 1988. It was subtitled, “If losing at squash dents your ego, don’t resort to feeble excuses such as tiredness or lack of concentration. Blame the mathematics of probability underlying the game.”

Squash and the War on Terror: Part 3 – End Game

Jansher Khan

Jansher Khan

In 2001, just weeks before the 9/11 attacks on the US, one of the greatest squash players in history announced his retirement from the professional game. During his career, Jansher Khan had won 99 squash titles including eight World Open and six British Open championships.

Along with his fellow squash champion and compatriot Jahangir Khan, Jansher was a national hero of Pakistan, not least in the eyes of the President, Pervez Musharraf, himself a keen squash player. Musharraf was a four-star General in the Pakistani Army who, since 1999, had led a military government following a bloodless coup against the democratically elected government of Prime Minister Nawaz Sharif.

Pervez Musharraf

Pervez Musharraf

But now, on the eve of the War on Terror, Jansher was unaware that his international  success was about to be celebrated in a way, and in a place, that would create another link between the game of squash and the unfolding events of global geo-politics. That celebration was to be centred on a city located 150 kilometres north of the nation’s capital, Islamabad, and 200 kilometres east of Jansher’s birthplace, Peshawar.

The city of Abbottabad.

Squash and the Generals

General Sir James Abbott

General Sir James Abbott

Abbottabad was named after the British Army General Sir James Abbott, who settled the town and district in 1848 after the annexation of the Punjab. Abbott (seen here in a portrait  dressed as an Indian noble) founded the town in 1853 and even wrote a poem about it before he returned to Britain. Due to its strategic location and pleasant climate, Abbottabad subsequently became, and still is, an important military cantonment and sanatorium, being the headquarters of a brigade in the Second Division of Pakistan’s Northern Army Corps. The Kakul district of the city also became the home of Pakistan’s Military Academy whose sports facilities still include squash courts.

It was here in 1961 that Pervez Musharraf began his military training and acquired his love of squash. In Pakistan, squash is the glue that binds the British-influenced officer class together. During his dramatic coup of October 12th 1999, Musharraf knew that he could count on his army colleagues to neutralise the incumbent prime minister and president. As he later wrote in his 2006 memoir ‘In the Line of Fire’, this was because “apart from being their chief, I played squash with the two commanding officers, Shahid Ali and Javed Sultan” of the elite Triple One Brigade. In fact, Ali and Sultan were playing squash when the coup happened, and interrupted their match to lead the Triple One into Islamabad to secure the civilian rulers’ homes so that Musharraf could seize power.

But less that two years after the coup, Musharraf was to find himself, and Pakistan, at the centre of the world’s attention for a very different reason. President George W. Bush had announced the US’s War on Terror and was looking for allies.

Squash and Abbottabad

Weeks after the 9/11 attacks, Musharraf allied Pakistan with the US against the Taliban government in Afghanistan in far from congenial circumstances. Five years later, on September 24th 2006, Musharraf was to reveal exactly what had happened during a US television interview. Richard Armitage, then US Deputy Secretary of State, had called Musharraf and threatened military action if Pakistan didn’t support the war on terror. According to Musharraf, Armitage warned him to “be prepared to be bombed. Be prepared to go back to the Stone Age.” Furthermore, during an interview with Jon Stewart of The Daily Show two days later, Musharraf said that US Secretary of State Colin Powell had also contacted him early in 2002 with a similar message: “You are with us or against us.”

Pervez Musharraf and Hosni Mubarak

Pervez Musharraf and Hosni Mubarak

But whatever the challenges he was facing both as President and as Head of the Army, Musharraf was still able to find time for his pet project: re-kindling the glory that was Pakistani squash. In 2003, he had become so concerned about the state of the game in Pakistan that he offered a 10 million rupee ($140,000) award for any Pakistani who achieved the World No. 1 ranking in squash. He also offered 5 million rupees to any Pakistani who won gold in the Asian Games or at the British Open. Musharraf pledged the money during the Chief of the Army Staff International Squash Tournament in Islamabad, won by two Egyptians – from the British-influenced squash-playing officer class typified by fellow  President, Army General and squash player Hosni Mubarak.

Jansher Khan Squash Complex

Jansher Khan Squash Complex

By 2004, another investment in the government-sponsored revival of Pakistani squash finally took form when the Jansher Khan Squash Complex was opened in Abbottabad. The Complex was located within jogging distance of Pakistan’s Military Academy and, by 2005, was being used to stage national and international squash trials and tournaments. But the Complex was also located within similar jogging distance of a non-descript high-security compound in the well-tended Abbottabad suburb of Bilal Town. A compound which, from early 2006 and known only to a few, was to be occupied by the most wanted man in the US War on Terror.

Osama bin Laden, the leader of Al Qaeda, had taken up residency in Abbottabad.

The Death of Osama Bin Laden

Osama Bin Laden

Osama Bin Laden

On August 18th, 2008 Pervez Musharraf resigned as President of Pakistan and went into self-imposed exile in London. Following his departure, Pakistan continued to play a vital role in the War on Terror and by early 2011 had captured or killed more than 700 members of Al Qaeda whilst losing over three thousand of its own soldiers. But despite all these efforts, Pakistan was regularly blamed by its partners for not doing enough, not least for its lack of success in finding Osama bin Laden.

The Al Qaeda leader was widely believed to be hiding in the tribal homelands of West Pakistan following his escape from Bora Bora in Afghanistan. But, in the early hours of May 2nd 2011, 24 US Navy SEAL commandoes arrived by helicopter in Abbottabad, breached the  wall of bin Laden’s compound using explosives, and entered the main building. Encounters between the SEALs and the residents took place in the building during which bin Laden was killed.

When informed of the raid, Pervez Musharraf described how, when he was in military training, he used to go running right by the spot where the world’s most wanted terrorist was found. “It surprises me it was next to the Pakistan Military Academy,” he told Britain’s Daily Telegraph. “The location is next to the place where I used to run nine miles, en route, maybe passing in front of the house. That is surprising.” he added.

In an unlikely way, Pakistani squash and the War on Terror were both back in the headlines.

Acknowledgements

Thanks to Alex Beam for his 2008 Vanity Fair article on Pervez Musharraf, ‘Big Man on the Court.’

Squash and the Art of Betrayal

In 2008, three years after being awarded the Nobel Prize for Literature, British playwright Harold Pinter died following a six-year battle with cancer of the oesophagus. In its tribute to  his work, The Swedish Academy said:

“Pinter restored theatre to its basic elements: an enclosed space and unpredictable dialogue, where people are at the mercy of each other and pretence crumbles. With a minimum of plot, drama emerges from the power struggle….”

“In his plays,” it went on, “(he) uncovers the precipice under everyday prattle and forces entry into oppression’s closed rooms.”

Harold Pinter

Harold Pinter

And nowhere did Pinter’s art resonate more effectively with the Academy’s description of his work than in his 1978 play, Betrayal, the story of a classic love triangle, in which Emma betrays her husband, Robert, a publisher, by conducting a seven-year affair with his best friend, Jerry, a literary agent. A play in which the game of squash serves as an icon for a whole set of male social games that evolve around its leading characters.

A game played in an enclosed space, a closed room, where drama emerges from the power struggle.

The Rules of the Game

The relationship between Emma and Jerry in Betrayal is basically a game with an elaborate system of rules set up by both sides. These are especially necessary as there is in fact a double system of relationships between them, as clandestine lovers and as, respectively, wife and best friend of Robert. There are external rules, about how to keep the affair secret, and internal rules, about what is permitted within. Even after the affair is over, Jerry corrects Emma when she asks about his son: “You remember the form. I ask about your husband, you ask about my wife.”

In fact, all the relations in the play assume the amusing shape of sophisticated social games and rituals, making the game logically precede the particular instance of its playing and disqualifying any originality in the behaviour of the characters.

The bitter twist is that the action moves backwards in time, beginning with the end of the affair and working remorselessly back to the first snatched kiss.

Pinter never reveals his point of view, but lets the audience draw its own conclusions, offering scenes of the affair alternating with scenes of the two male friends meeting, Robert baiting Jerry(who doesn’t think that his best friend suspects), always suggesting a game of squash, symbolic of male companionship, and Jerry always backing away from the direct competition.

In one scene Robert proposes a game at a social event with Emma present.  She urges them to play together again and suggests she meet them after for lunch. Robert quickly says no:

“I mean a game of squash isn’t simply a game of squash, it’s rather more than that. You see, first there’s the game. And then there’s the shower. And then there’s the pint. And then there’s lunch […]. You don’t actually want a woman within a mile of the place, any of the places, really.”

Robert’s outburst reveals the nature of the series of male rituals he is describing. They are clearly meant to exclude women from what is perceived as exclusive male terrain. At the same time, the attack discloses a defensive attitude, an attempt to distance women so as to get rid of their sexually threatening presence. It’s implied that Robert and Jerry have not played squash for a long time because Jerry has engaged instead in the betrayal game, and Robert’s rather fierce speech is meant to win him back as a partner in the male game.

The same disjunction between affair-with-wife and squash-with-husband appears in Robert’s disclosure about another character, Casey: “I believe he’s having an affair with my wife. We haven’t played squash for years, Casey and me. We used to have a damn good game.”

The Seeds of Betrayal

There’s no evidence that Pinter had any particular interest in squash before writing Betrayal. In fact, he was an enthusiastic cricket player and approved of the “urban and exacting idea of cricket as a bold theatre of aggression.” But squash would certainly have been played by some of his friends and acquaintances.

One such was the British actor Robert Shaw, a close friend of Pinter who in 1962 appeared on stage as Aston in Pinter’s first major theatrical success, The Caretaker, and again in its film version two years later. As a boy he attended school in Cornwall and was an all-around athlete, competing in rugby, squash and track events.

Robert Shaw

Robert Shaw

Unfortunately, at the age of 18, Shaw was misdiagnosed with a chronic inflammatory arthritis and autoimmune disease which, perhaps not surprisingly, led him to curtail his involvement in sport. The disease was supposed to affect joints in the spine and it’s a measure of Pinter’s artistic approach that Shaw’s character in The Caretaker has a speech in which he expresses his fear of breaking his spine during a stay in a mental institution.

But around the time of London premiere of The Caretaker, another event occurred which was to directly influence the writing of Betrayal. Pinter, then married to his first wife Vivien Merchant began a seven-year clandestine affair with a married BBC-TV presenter and journalist, Joan Bakewell.

Closed Rooms

Throughout his career, many of Pinter’s plays were to feature characters trapped in an enclosed space menaced by some force they can’t understand.

In his first play, The Room, the main character, Rose, is menaced by Riley who invades her safe space, though the actual source of menace remains a mystery. Pinter later confirmed that his visit, in the summer of 1955, to the ‘broken-down room’ of the English writer,  Quentin Crisp, in Beaufort Street, London inspired him to write The Room, “set in a snug, stuffy rather down-at-heel bedsit with a gas fire and cooking facilities.”

The First Production of The Room 1957

The First Production of The Room 1957

The first performances of The Room were staged in 1957 at the University of Bristol.

In a converted squash court .

Acknowledgements

Many thanks to Hanna Scolnicov whose article ‘Pinter’s Game of Betrayal’ provided much of the source material for this post. Her article was originally published in Cycnos, Volume 14 No 1 on June 11th, 2008.

Squash and the War on Terror: Part 2 – Ghost Planes

In February 2006, six months before his resignation as US Defense Secretary, Donald Rumsfeld attended a military conference in Munich. As a keen squash player, and a very wealthy man, he paid for exclusive use of the city’s Parkclub Nymphenburg racquet club  where he could indulge his passion for the game during his stay.

Turning up for what he assumed would be a routine day’s work, the club’s head squash coach found that the club had been closed to the public. “There were security guys all over the street” Mohamed Awad later told the local press. “I thought they were making a James Bond film or something.”

But, having been let into the club, Egyptian-born Awad was then asked to spend a session hitting with the Defense Secretary, which he gladly did. And, had he been aware at the time, it wasn’t the first occasion on which he’d played squash with a politician so closely associated with the war on terror.

Awad’s previous squash partners had included the Egyptian president, Hosni Mubarak.

The Squash Coach and the President

That Awad would know a decent squash player when he saw one is perhaps an understatement.  Once ranked as high as number 9 in the world, he was the older brother of Gamal Awad, Egypt’s national squash champion in 1976. Now, having spent half an hour hitting with the 74-year-old Donald Rumsfeld, he had some good words for the Defense Secretary’s on-court performance.

Mohamed Awad

Mohamed Awad

“He has got great reflexes for a man of his age” Awad told a BBC correspondent. “He is still playing a hard game,” he continued. “I think if he comes up against someone of his own age, he will crush them easily.” But, when asked whether he thought that Rumsfeld could outplay 78-year-old Egyptian president and keen squash player Hosni Mubarak, Awad was somewhat less diplomatic. “I told him (Mr. Rumsfeld) that ‘I have played with Mubarak, and he is much better than you are.’”

In fact, Mubarak had built himself a reputation as a fit man who led a healthy life. In his younger days, close associates often complained of the president’s daily schedule, which began with a workout in the gym or a game of squash. Not  surprisingly, people around Mubarak regularly confirmed that his  health and vigour belied his age.

But whatever the Egyptian president’s squash prowess, by 2006 his country’s role in the war on terror was coming under increasing scrutiny by human rights groups. And amongst their  their main focuses of attention were the ghost planes.

Ghost Planes

Hosni Mubarak in 1987

Hosni Mubarak in 1987

In December 2005, Condoleezza Rice, the US Secretary of State, assured the world that the flights of CIA private jets which had criss-crossed Europe since the 9/11 attacks had no role in the transportation of prisoners to be tortured. “The United States has not transported anyone, and will not transport anyone, to a country when we believe he will be tortured,” she said. Prime Minister Tony Blair assured the British Parliament: “I have absolutely no evidence to suggest that anything illegal has been happening here at all.”

But as journalist Stephen Grey revealed in his 2006 book “Ghost Plane”, Rice’s claims were a falsehood, and Britain’s government had also turned a blind eye to a CIA programme that had systematically out-sourced the torture of its prisoners in the war on terror. That programme was known as extraordinary rendition and one of the countries with which the US had a secret agreement to send its prisoners for interrogation was Egypt.

Omar Suleiman

Omar Suleiman

In fact, the “CIA’s ‘point man’ in Egypt for rendition” was Hosni Mubarak’s Intelligence chief, Omar Suleiman wrote Jane Mayer (author of ‘The Dark Side’) on the New Yorker’s website. As part of its agreement with the CIA, Suleiman’s Egyptian Intelligence was reportedly required to provide “assurances” that prisoners handed over through this program would not be subjected to torture.

But the definition of what constituted torture was itself crafted by lawyers from the US Department of Justice and Department of Defense. And one of them, John Yoo, is said to have given his legal blessing for the use of specific torture techniques to his colleague Jim Haynes as they were playing squash.

Squash and the Arab Spring

In March 2010, Hosni Mubarak travelled to Germany for gall bladder surgery. In Egypt, rumours about his deteriorating health spread every time he missed a key gathering or disappeared from the media spotlight for any conspicuous length of time.

By the summer, jokes about the 82-year old president were circulating widely, including this one reported by British journalist Robert Fisk:

“The president, a keen squash player – how else could he keep his jet-black hair? – calls up the Sheikh of Al-Azhar, the highest Sunni Muslim cleric in the land, to ask if there are squash courts in heaven. The Sheikh asks for a couple of days to consult the Almighty. Two days later, he calls Mr. Mubarak back. “There’s good news and bad news,” he says. Give me the good news, snaps Mr. Mubarak. “Well,” says the Sheikh, “there are lots of squash courts in heaven.” And the bad news, asks the president? “You have a match there in two weeks’ time.”

In January 2011, an unprecedented wave of protests against Mubarak swept Egypt. With his rule in jeopardy, Mubarak appointed the country’s first ever vice president in a bid to defuse the crisis. The vice president immediately offered wide ranging talks with opposition leaders, an initiative that would shortly leading to Mubarak resigning the presidency.

Egypt’s vice president and long-time ally of the US in the war on terror was Omar Suleiman.

Coming next….

In Part 3 of “Squash and the War on Terror”, we discover another squash playing President, explore the legacy of a 19th century British general, and encounter the world’s most wanted terrorist.

Acknowledgements

You can find more about the CIA’s extraordinary rendition programme in:

For a fascinating prequel to the Arab Spring uprising in Egypt, read Robert Fisk‘s article, ‘Egypt Prepares for Life After Mubarak.’

Squash and the War on Terror: Part 1 – Rummy’s Rules

Nine days after the 9/11 terrorist attacks on the US, President George W. Bush launched an international military campaign. During a televised address to a joint session of the US Congress he said, “Our war on terror begins with al Qaeda, but it does not end there. It will not end until every terrorist group of global reach has been found, stopped and defeated”.

Almost 10 years after Bush’s speech, the war – since re-branded by the administration of President Obama as the rather less gung-ho Overseas Contingency Operation– is regarded by many as justifying unilateral preventive war, human rights abuses and other violations of international law.

But whatever its purpose or even its name, the war on terror has given rise to many stories, many of them tragic, and some of them sinister.

And, perhaps surprisingly, some of them interwoven with the game of squash.

Squash at the Pentagon

 

The Pentagon, located in Arlington County, Virginia is the headquarters of the US Department of Defense. On September 11th, 2001 – 60 years to the day after the building’s ground-breaking ceremony was held – hijacked American Airlines Flight 77 was deliberately crashed into the western side of the Pentagon, killing 189 people, including 5 hijackers, 59 others aboard the plane, and 125 working in the building.

When it was originally built in the 1940s, The Pentagon’s sports complex included eight hardball squash  courts. When new facilities were built in 2002, one hardball court was kept  for use by those Pentagon employees who still played the version of squash that was most popular in the US until the mid-1990s. Since that time, the hardball game has largely died out with, most US squash enthusiasts now playing the international softball game.

Hardball and Softball Squash Courts

Hardball and Softball Squash Courts

But, in 2002, one of The Pentagon’s remaining hardball squash players was someone who was to play a major role in the war on terror. The US Secretary of State, Donald Rumsfeld.

 

Squash and the Invasion of Iraq

 

Rumsfeld took up squash in the 1980s when he was a business executive working in the pharmaceutical industry. As a former wrestler at Princeton University and a tennis enthusiast, Rumsfeld was obviously no stranger to sporting competition. But taking up such a physically and mentally demanding game as squash in his 50s could be seen as providing a unique insight into his complex psyche.

Donald Rumsfeld on the White House Tennis Court 1975

Donald Rumsfeld on the White House Tennis Court 1975

In fact, during his time at The Pentagon, officials and employees were said to have described  Rumsfeld’s approach to playing squash as closely resembling the way he attempting to run  the Defense Department – where he was trying to gain acceptance for breaking the accepted norms of military operation.

Rumsfeld himself later suggested that his ideas about transforming the military into a smaller, more agile force, like the one he pushed for in invading Iraq, were influenced by his squash playing. In a 2005 interview with the military writer Thomas P. M. Barnett, he said, gesturing towards his squash partner Lawrence Di Rita, “I play squash with him. When I passed him with a shot, and it’s a well-played hard shot, I saw speed kills. And it does. If you can do something very fast you can get your job done and save a lot of lives.”

 

Rumsfeld’s enthusiasm for speed was reflected in his irritation with the US’s contingency plan in the event of a war with Iraq. For him, the plan required too many troops and supplies and would take far too long to execute. It was, he declared, the “product of old thinking and the embodiment of everything that was wrong with the military.”

Rumsfeld subsequently won his argument with the US military, the 2003 invasion going ahead with a force of 200,000 rather than the 500,000 proposed in the original contingency plan.

Donald Rumsfeld and Fair Play

Two years after the invasion, Donald Rumsfeld acknowledged that his almost daily squash matches had helped preserve his “sanity’’ at a time when he and the Bush administration were coming under increasing political attack for their handling of the deteriorating situation in the country.

A year later, Rumsfeld’s own deteriorating relationship with the US military was to play a part in the emergence of allegations of him cheating at squash. “He hits the ball well, but he doesn’t play by the rules,” said Chris Zimmerman, a devoted squash player working in The Pentagon’s office of program analysis and evaluation and is sometimes in the Pentagon athletic complex when Mr. Rumsfeld is on the court.

Mr. Zimmerman has never actually played his boss. But he says he has noticed that Mr. Rumsfeld, 74, often wins points because, after hitting a shot, he does not get out of the way so his opponent has a chance to return the ball, a practice known in squash as “clearing.”

 

“When you try a shot and miss, he’ll say, ‘You don’t have that shot,’ ” said Lawrence Di Rita, a close aide who used to played against Rumsfeld regularly. Di Rita, a former US Naval Academy squash player more than 25 years younger than Rumsfeld, said that he’d won his share of games and had never gone easy on his boss. By tradition, the loser would post the score on Rumsfeld’s office door, so his staff would know when he’d beaten Di Rita or his other main partner, his military assistant, Vice Admiral James G. Stavridis, who was also on the Naval Academy squash team.

 

Di Rita conceded that Rumsfeld rarely offered or asked for lets – requests to replay points  when one player feels that they have been obstructed by the other.

Whatever the truth in the cheating allegations, Rumsfeld’s tenure as Secretary of State came to an end when he resigned his position in late 2006. In an unprecedented move in modern US history, eight retired generals and admirals had called for his resignation in what was called the Generals Revolt, accusing him of “abysmal” military planning and a lack of strategic competence.

Rumsfeld’s squash matches at The Pentagon were at an end.

In an article for The New York Times, Michael Aggar wrote:

“While Rumsfeld’s military strategy was sold as revolutionary, his squash game was an anachronism. To put it crudely, hardball squash is mostly played by a bunch of old white guys who don’t want to adapt to the new style. Rumsfeld is one of them. In a further parallel, the last time Americans dominated squash championships was in the hardball era. Once the sport changed to softball, the Europeans and—gasp!—the Pakistanis took over. So you might say that Rumsfeld plays the most patriotic version of squash, that he indulges in a nostalgic relic of American might.”

 

Coming next….

 

In Part 2 of “Squash and the War on Terror”, the story moves to Munich where a chance encounter with a squash coach leads to a squash playing President, the sinister ghost planes, and a surprising connection to the Arab Spring.

 

Acknowledgements

For a detailed description of Donald Rumsfeld’s squash game, read David S. Cloud’s New York Times article “Rumsfeld Also Plays Hardball on Squash Courts.”

 

In his article in The Slate, “Does Donald Rumsfeld Cheat at Squash?”, Michael Agger entertainingly explores the squash / war metaphor.

Many thanks to them both.

Canary Wharf to Redbridge

A couple of weeks ago I attended the quarter-finals of the 2011 Canary Wharf Squash Classic in London’s Docklands. Not a particularly adventurous outing, I suppose, when you consider that I live within easy commuting distance of Canary Wharf where I used to work for a well-known investment bank. Which, of course, had its own squash courts. You get the picture.

But, as usual, turning up at locations where members of the squash community gather to share their passion can sometimes lead to chance encounters as well as new perspectives on the game and the people who play it.

And this occasion was no different.

Canary Wharf

For those of you who are unfamiliar with Canary Wharf, think glass, marble, corporate statement, Lego™, shopping and money. Lots of money. In fact, come to think of it, lots of glass, marble etc. too.

The Classic event has been held here for the last eight years and has become well established as London’s premier annual squash tournament. In doing so, it’s succeeded the SuperSeries event which used to take place in a shopping centre near London’s Liverpool Street railway station. Going even further back, the Superseries itself used to be held outside London in another shopping centre, The Galleria, located on, or in fact over, the A1(M) motorway at Hatfield, north of the capital.

East Wintergardens & Canary Wharf TowerBut now, the Classic is held in a glass and marble hall in the East Wintergardens district of Canary Wharf. And, with Europe’s tallest building, the Canary Wharf Tower, visible through the venue’s glass roof and soaring majestically upwards, it’s an impressive setting.

Just when you thought it was safe….

With some of the world’s top players on court, and over 3 hours of competitive squash, the quarter-finals certainly offered  good value. And, for a full house of squash enthusiasts, it also provided an opportunity to experience the latest  technology-driven feature of world-class squash – the video review.

This was the first time I’d come into contact with the review which gives players the right to request a video replay to support their personal appeal against a refereeing decision. Each player is allowed one appeal per game with an additional appeal being made available to each player should the score reach 10-10. Having seen a replay of the incident – also visible to the audience on monitors around the court – the referee may choose to change their decision.

During the session, video reviews were requested during all four matches – with varying reactions, and verbal advice, from the audience. But the feature of the review which provided the most entertainment was undoubtedly the accompanying music beamed into the hall while the review was going on.

Here’s the first musical theme. Ring a bell?

Subsequent themes included two pieces of music familiar to most UK listeners: the James Bond theme and the clock-ticking music used during the daytime television wordplay show Countdown. Entering into the spirit of the evening, the tournament’s No. 2 seed James Willstrop, in his post-match interview, suggested the theme to The Pink Panther as being one for future consideration by the organisers.

I think he was joking.

Redbridge

Between matches at Canary Wharf, I ran into one of my fellow squash coaches whom I’d last seen on the day we’d both qualified, four months previously. That memorable event had taken place at Redbridge in Essex. And, coincidentally, it was just three days after our chat that I re-visited Redbridge where the UK Inter-County Squash Finals were being held.

There was no video review technology or accompanying music on show here, just semi-final action in three competitions: the Men’s Over-35, Women’s Over-50 and Women’s League  team knockout tournaments. In other words, squash competition and squash passion. And plenty of it.

Played over two days, the Finals involved 60 players, 60 individual matches and an enormous amount of organisation by the unsung heroes of the squash community. For my part, I just dropped in, watched some of the action, talked to some of the players and organisers, and generally just soaked in the atmosphere. It was like breathing squash.

Alistair Coker of Herts plays Guy Olby of MiddlesexAnd, for the record, Norfolk won the Men’s Over-35 title for the first time in 42 years, South East Wales retaining their Women’s Over 50 title, and Berkshire taking the Women’s League title for the first time. You can find a full report of the Finals on the England Squash and Racketball website.

Postscript

Well I don’t know about you, but I regard pretty much any event organised by or on behalf of squash enthusiasts as being an opportunity to connect to others who share my passion for squash. And it’s not playing or even watching others play that really counts.

It’s just about turning up.