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Contemporary Attitude Theory in Sport: Theoretical Considerations and Implications

  • Funk, Daniel C.
  • Haugtvedt, Curtis P.
  • Howard, Dennis R.
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    Although the attitude construct has received considerable attention in the social psychological literature, its application to better understand how people form strong, stable and continuous involvement with athletic teams remains largely unexplored. Following a review of attitude strength research in other disciplines, previous methods used to investigate attitudes in the leisure and sport literatures are reviewed. Based on this review, a framework for the study of attitudes is discussed for understanding allegiance to sport teams. This framework includes a description of the structural relations among various attitude properties and their likely influences on the persistence of attitudes over time, resistance of attitudes in the face of challenges, thoughts about the attitude object, and the likelihood of attitudes influencing behaviour. It is suggested that consideration of attitude strength issues may allow sport managers to better understand how attitudes may be formed toward teams, and may provide insights into how to manage fan loyalty.

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    Article provided by Elsevier in its journal Sport Management Review.

    Volume (Year): 3 (2000)
    Issue (Month): 2 (November)
    Pages: 125-144

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    Handle: RePEc:eee:spomar:v:3:y:2000:i:2:p:125-144
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    1. Haugtvedt, Curtis P, et al, 1994. " Advertising Repetition and Variation Strategies: Implications for Understanding Attitude Strength," Journal of Consumer Research, University of Chicago Press, vol. 21(1), pages 176-89, June.
    2. Haugtvedt, Curtis P & Wegener, Duane T, 1994. " Message Order Effects in Persuasion: An Attitude Strength Perspective," Journal of Consumer Research, University of Chicago Press, vol. 21(1), pages 205-18, June.
    3. Celsi, Richard L & Olson, Jerry C, 1988. " The Role of Involvement in Attention and Comprehension Processes," Journal of Consumer Research, University of Chicago Press, vol. 15(2), pages 210-24, September.
    4. Schumann, David W & Petty, Richard E & Clemons, D Scott, 1990. " Predicting the Effectiveness of Different Strategies of Advertising Variation: A Test of the Repetition-Variation Hypotheses," Journal of Consumer Research, University of Chicago Press, vol. 17(2), pages 192-202, September.
    5. Mahony, Daniel F. & Moorman, Anita M., 1999. "The Impact of Fan Attitudes on Intentions to Watch Professional Basketball Teams on Television," Sport Management Review, Elsevier, vol. 2(1), pages 43-66, May.
    6. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. " Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, University of Chicago Press, vol. 10(2), pages 135-46, September.
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