Thesis
Is violence necessary for the promotion of hockey?
Washington State University
Master of Arts (MA), Washington State University
2018
Handle:
https://hdl.handle.net/2376/103747
Abstract
In this study we investigate whether violence is a necessary tool for marketing hockey. Violence is an issue being addressed in many sports, with many professional sport organizations taking action to limit its occurrence. The National Hockey League (NHL), however, is not taking action and is acting as a bystander to the promotion of violence within professional hockey. A quasi-experimental study was performed in which the type of hockey each participant group is exposed to was manipulated in order to determine how different types of hockey influenced participants' attitudes and intentions. The sample size of the study was 285 participants. Participants were divided into three groups: 1) the Control Group (n=37); 2) Experimental Group A exposed to a violent hockey stimulus (n=127) and; 3) Experimental Group B exposed to a skillful hockey stimulus (n=121). The skillful and violent hockey stimulus groups were presented with a pre-survey, stimulus, and then presented with a post survey. The pre-survey and post survey measured participants' Fan Identifications, Attitudes Towards Hockey, Intentions to Watch Hockey on TV, and Intentions to Attend a Hockey Game. The paired t-Tests performed for each group provided different results. The violent hockey stimulus group showed a statistically significant difference in Fan Identification and Intentions to Watch Hockey on TV. The skillful stimulus group was statistically significant in Fan Identification, Intentions to Watch Hockey on TV, and Intentions to Attend a Hockey Game. An ANOVA was then completed and showed no significant difference between violent stimulus and skillful stimulus for Changes in Attitudes Towards Hockey, Changes in Intentions to Watch a Hockey Game on TV, and Intentions to Attend a Hockey Game. Results indicated that skillful hockey is as effective as violent hockey when influencing participants, if not more. Violent hockey influences individuals' Fan Identifications and Intentions to a Watch Hockey on TV whereas skillful hockey influences individuals' Fan Identifications, Intentions to Watch Hockey on TV, and Intentions to Attend a Hockey Game.
Metrics
66 File views/ downloads
151 Record Views
Details
- Title
- Is violence necessary for the promotion of hockey?
- Creators
- Anna Karin Pearson
- Contributors
- Yong Chae Rhee (Degree Supervisor)
- Awarding Institution
- Washington State University
- Academic Unit
- Educational Leadership, Sport Studies, and Educational/Counseling Psychology, Department of
- Theses and Dissertations
- Master of Arts (MA), Washington State University
- Publisher
- Washington State University; [Pullman, Washington] :
- Identifiers
- 99900525139201842
- Language
- English
- Resource Type
- Thesis