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Fans' Judgments About the 1994-95 Major League Baseball Players' Strike.
Multivariate Behavioral Research
|January 31, 2016
Summary
Major League Baseball strike tactics influenced fan support. More replacement players increased support, while discounted tickets decreased it, impacting consumer perceptions during labor disputes.
Area of Science:
- Sports Marketing
- Consumer Behavior
- Labor Relations
Background:
- The 1994-95 Major League Baseball (MLB) strike significantly impacted fan engagement and perceptions.
- Understanding the influence of specific strike tactics on public support is crucial for labor negotiations in professional sports.
Purpose of the Study:
- To analyze how different strike tactics employed during the 1994-95 MLB strike affected fan support.
- To investigate the relationship between fan perceptions, strike situation interpretation, and individual differences in response to tactics.
Main Methods:
- Multilevel analysis was used to assess the influence of strike tactics on fan support.
- Tactics included discounted tickets, replacement players, and picket lines, presented in judgment scenarios.
- Fan perceptions (fanship, labor dispute interpretation) were used as between-person variables.
Main Results:
- Increased use of replacement players positively influenced strike support.
- Higher discounted ticket prices negatively impacted fan support for the strike.
- The effect of replacement players was consistent across individuals, unlike discounted ticket prices.
Conclusions:
- Strike tactics significantly shape consumer support in professional sports labor disputes.
- Targeted use of replacement players may garner more support than price reductions.
- Strategies should consider fan perceptions to effectively manage consumer relations during strikes.
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