The relationship between the consumption of sport via media and its more active counterpart, attendance, remains ambiguous. Some researchers have observed a symbiotic relationship at work—each behavior fueling the other, whereas others see no connection or argue that media use competes with live attendance as a recreational substitute. The current study of baseball game spectators (n = 308) employed a dual-route framework (DRF) to describe symbiotic and substitution behaviors. High/low mixes of media use and attendance were used to identify four distinct modes of intake (heavy, light, and media- and event-dominant). Follow-up comparisons distinguished each mode with discrete levels of involvement, satisfaction, and spectator attraction. The results expose the limits of previous models of spectator behavior and encourage us to broaden our understandings of consumption frequency beyond attendance alone. The DRF modes suggest that plotting media use in conjunction with attendance offers a more accurate account of spectator involvement. If models like the escalator dissected the data, they would consider the light and media-dominant and the heavy and event-dominant modes as equivalent. The importance of media-dominant consumption and the strategic implications of these segments are discussed.
Mark P. Pritchard and Daniel C. Funk
Daniel Funk, Daniel Lock, Adam Karg, and Mark Pritchard
Sport consumer behavior (SCB) research continues to grow in both popularity and sophistication. A guiding principle in much of this research has focused on the nature of sport-related experiences and the benefits sport consumers derive from these experiences. This emphasis has generated new knowledge and insights into the needs and wants of sport consumers. Although these efforts have contributed to the field’s understanding of SCB, the vast majority of this research has centered on psychological phenomena and the evaluative and affective components of these sport experiences. Approaches to this work have also narrowed, with SCB research predominately relying on cross-sectional studies and attitudinal surveys to collect information. This has resulted in limited findings that seldom account for how various situational or environmental factors might influence attitudinal data patterns at the individual and group level. This special issues seeks to deepen our understanding of SCB by providing seven papers that demonstrate or validate findings using multiple studies or data collections.
Kellie R. Pritchard-Peschek, David G. Jenkins, Mark A. Osborne, and Gary J. Slater
The aim of the current study was to investigate the effect of 180 mg of pseudoephedrine (PSE) on cycling time-trial (TT) performance. Six well-trained male cyclists and triathletes (age 33 ± 2 yr, mass 81 ± 8 kg, height 182.0 ± 6.7 cm, VO2max 56.8 ± 6.8 ml ⋅ kg−1 ⋅ min−1; M ± SD) underwent 2 performance trials in which they completed a 25-min variable-intensity (50–90% maximal aerobic power) warm-up, followed by a cycling TT in which they completed a fixed amount of work (7 kJ/kg body mass) in the shortest possible time. Sixty minutes before the start of exercise, they orally ingested 180 mg of PSE or a cornstarch placebo (PLA) in a randomized, crossover, double-blind manner. Venous blood was sampled immediately pre- and postexercise for the analysis of pH plus lactate, glucose, and norepinephrine (NE). PSE improved cycling TT performance by 5.1% (95% CI 0–10%) compared with PLA (28:58.9 ± 4:26.5 and 30:31.7 ± 4:36.7 min, respectively). There was a significant Treatment × Time interaction (p = .04) for NE, with NE increasing during the PSE trial only. Similarly, blood glucose also showed a trend (p = .06) for increased levels postexercise in the PSE trial. The ingestion of 180 mg of PSE 60 min before the onset of high-intensity exercise improved cycling TT performance in well-trained athletes. It is possible that changes in metabolism or an increase in central nervous system stimulation is responsible for the observed ergogenic effect of PSE.