Articles in this issue:

• Value Differences Between Risky Sports Participants and Nonparticipants

  Bela Florenthal

  Stimuli seeking and participation in risky activities have become popular in western cultures. The safer western life has become, the greater the individual's need for stimulating, risky activities. This study examined value differences between risky ...Read more

• The Strategic Use of Celebrity Athlete Endorsers in Sports Illustrated: An Historic Perspective

  Melinda J. Jones

  David W. Schumann

  It seems as though some athletes are constantly in the limelight, either while playing their game, engeging in off the court activities, or endorsing products or services, or both. Great athletes have been looked upon as role models for many years, and  ...Read more

• Fan Reaction to the Match Day Experience: A Case Study in English Professional Rugby League Football

  Rudi Meir

  Although product augmentation is nothing new in the traditional consumer services sector, it is still to be applied widely across the professional sport industry globally. Some sports have lagged behind market leaders such as the NBA and NFL in the United ...Read more

• Good Morning, Vietnam: An Ethical Analysis of Nike Activities in Southeast Asia

  Lynn R. Kahle

  David M. Boush

  Mark Phelps

  Nike has received criticism regarding the ethics of its operations in Vietnam. We examine this criticism by ethical analysis and by on-site inspection of one of its factories. We conclude that ethical decision making in business is often complicated and multidimensional. Some criticisms of Nike have been unfair but have benefited Asian workers who have promoted the principle that firms are responsible for the actions of their subcontractors. These subcontractors now have a heightened sense of responsibility for providing a good work environment., and their presence has had some desirable...Read more

• Using the Psychological Commitment to Team (PCT) Scale to Segment Sport Consumers Based on Loyalty

  Daniel F. Mahony

  Robert Madrigal

  Dennis Howard

  The purpose of this study was to determine a psychological commitment to team (PCT) scale to be used in segmenting sport consumers based on loyalty. Previous research on the loyalty construct suggested the importance of using both behavioral and attitudin ...Read more

• Predicting Future Sport Consumption: The Impact of Perceived Benefits

  Aviv Shoham

  Gregory M. Rose

  Why do nonparticipants anticipate that they will or will not engage in sports (e.g. jogging, biking, swimming, and basketball) in the future? The research discussed here takes the approach used in the study of risky sports (e.g. diving, gliding, and mountain climbing) to predict the future probability of an initiation of a number of sports. The approach links four anticipated benefits (thrill, adventure, satisfaction of curiosity, and enhancement of social standing) to the future probability of sport consumption. Data from a study of the general population in Israel mostly supported the...Read more