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Past research shows that consumers tend to equate higher prices with higher value. However, it remains unclear whether consumers of athletic events follow the predictions of equity theory when attributing value to particular teams. We conducted 3 studies to investigate the existence and consequences of a disparity between men's and women's college basketball ticket prices. In Study 1, a survey of...
Although an extensive qualitative literature shows that coverage of women's sport often focuses on female athletes' attractiveness (to the exclusion of their athleticism), there is a dearth of quantitative research examining exactly what effect this coverage has on people's perceptions of athletes. As part of a 2 (Gender of the Athlete: Female or Male) × 2 (Gender of the Participant: Female or Male)...
The present study examined the extent to which childhood play activities predict future sport participation by women. Eighty-four college women (40 Division III varsity athletes and 44 nonathletes) at a predominantly White liberal arts school in the Southwest completed a questionnaire that measured their adult experiences with sports as well as their childhood play activities. The results revealed...
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