{"title":"Investigating Sport Fan Attitudes Towards Tanking: Th e Role of Values-Based Connections","authors":"K. Aiken, A. Sukhdial, R. Campbell, A. Kent","doi":"10.32731/smq.294.122020.02","DOIUrl":null,"url":null,"abstract":"While previous research has found support for the existence of tanking in professional sport, attitudinal complexities surrounding the phenomenon have yet to be investigated. This study utilized Amazon’s Mechanical Turk service to obtain a national sample of National Basketball Association (NBA) fans. The sample contained fans of all thirty NBA teams. Respondents provided data regarding their overall attitudes toward tanking as well as their underlying old school values, time-oriented values, and ethics-based values. Results indicate that fans have a relatively strong dislike for perceived tanking and that a team’s win-loss record has very little influence on fans’ generally negative attitudes. Furthermore, these attitudes appear to be guided by fan values.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":2.0000,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Sport Marketing Quarterly","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.32731/smq.294.122020.02","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
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Abstract
While previous research has found support for the existence of tanking in professional sport, attitudinal complexities surrounding the phenomenon have yet to be investigated. This study utilized Amazon’s Mechanical Turk service to obtain a national sample of National Basketball Association (NBA) fans. The sample contained fans of all thirty NBA teams. Respondents provided data regarding their overall attitudes toward tanking as well as their underlying old school values, time-oriented values, and ethics-based values. Results indicate that fans have a relatively strong dislike for perceived tanking and that a team’s win-loss record has very little influence on fans’ generally negative attitudes. Furthermore, these attitudes appear to be guided by fan values.
期刊介绍：
Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.
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