This research assessed the direct and indirect influences of personal values on the importance attached to intercollegiate athletic goals, and approval of various processes in intercollegiate athletics. Students and faculty of a large Midwestern university responded to a questionnaire consisting of Schwartz's Value Scale (SVS), and Trail and Chelladurai's Scale of Athletic Department Goals (SADG) and Scale of Athletic Department Processes (SADP). Structural Equation Modeling procedures showed that the model of goals fully mediating the relationship between personal values and processes was more tenable than alternate models. Further, the Power values were positively associated with importance ratings of athletic performance goals such as Winning, Financial Security, Visibility/Prestige, and Entertainment. Universalism values were positively associated with student developmental goals such as Health/Fitness, Academic Achievement and Careers. Managers of intercollegiate athletics would do well to link their emphases on specific processes and decisions to the relevant values held by critical stakeholders to engender support of the program.
G.T. Trail is with the Department of Health and Human Performance, Iowa State University, Ames, IA, and P. Chelladurai is with the School of Physical Activity and Educational Services, The Ohio State University, Columbus, OH. The authors contributed equally to this manuscript.