When push comes to shove: How coach versus student athlete misconduct affects event attendance intentions

Laura Boman, Sarah Lefebvre and Ganga S. Urumutta Hewage

Journal of Retailing and Consumer Services, 2023, vol. 74, issue C

Abstract: and off-the-field misconduct is common among U.S. college athletic programs, little is known regarding the ramifications that may result. Drawing on social learning theory, the current research suggests consumers intentions (e.g., likelihood of attending a game) differ depending on violator's team role. Across one qualitative and five experimental studies, we demonstrate that consumers' intentions are influenced by violator's team role, such that likelihood of attending a game is lower when a coach (vs. student athlete) misbehaves, an effect driven by evaluation of the academic institution. This effect is robust across both winning and losing records and moderated by perceived fairness of the university's actions toward the violator.

Keywords: Misconduct; Unethical behavior; Brand management; Social learning theory (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:74:y:2023:i:c:s0969698923001674

DOI: 10.1016/j.jretconser.2023.103420

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