Articles in this issue:

  • Ladd Michael Kochman

    Attendance at Major League Baseball games has long been thought to be a function of the uncertainty of a game's outcome. Optimal uncertainty and, in turn, maximal attendance are said to occur when there is a 60% chance that the home team will win. This study reexamined the data used by past researchers and found that the betting odds associated with a 60% probability of winning (7-8) are more consistent with outcome certainty than with the accepted conclusion of outcome uncertainty. One explanation for the counterintuitive finding may be that it simply costs too much to attend a MLB game...Read more

  • E. Stephen Grant
    R. Edward Bashaw

     The authors describe a study designed to elicit date relevant to an important market segment for collegiate football programs -- the local business community. The study was conducted to garner insight into how those responsible for a university football program should respond to news that an important competitor and major spectator draw would end its association with the university conference. Study findings illustrate the importance of the business community's awareness and support of collegiate sports. The authors discuss the implications of the study findings and...Read more

  • James B. Faircloth
    Michael D. Richard
    Victoria P. Richard

    This study investigates the differences between groups of golfers on the factors and attributes thought to influence their choice intentions to play public golf courses. MANOVA was employed to investigate whether an overall significant difference exists between the low-intentions-to-return group of golfers and high-intentions-to-return group of golfers. In addition, the high-intentions-to-return group of golfers rates multiple attributes significantly higher than does the low-intnetions-to-return group of golfers.Read more

  • This paper reports the results of a study of the marketing of college and university athletics. A high response rate (54.2%) to a mail survey provided data on 291 colleges and universities in the United States. The use of full-time marketing personnel, written marketing plans, and some relatively large sport marketing budgets indicates the increasing importance of sport marketing at the collegiate level. Respondents also rated their most effective marketing tools as well as alternate media.Read more

  • Edward T. Turner
    James Bounds
    Dan Houser
    Steve Motsinger
    Joe Smith

    The principal investigators analyzed 35 hours of television sport broadcasts and 35 hours of television nonsport broadcasts. A score sheet was used to record types of commercial, types of products, and the names of individuals who endorsed the products.Read more