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An examination of the influence of personal values and ethnic identity on black students’ sport consumption behavior

Baba, Jatong A
http://rave.ohiolink.edu/etdc/view?acc_num=osu1064522894

Abstract Details

2004, Doctor of Philosophy, Ohio State University, Physical Activity and Educational Services.
The purpose of the study was to explore the sport behaviors of Black consumers as a culturally based sport consumption community. To do so, this study examined the manner in which personal values and ethnic identity influenced the sport consumption preferences and sport consumption frequencies of Black students. The study also examined the relationship between sport consumption preferences and sport consumption frequencies in four professional and two college sport activities. The instrument used to capture personal values was Kahle’s (1983) List of Values (LOV) scale (which consisted of two subdimensions of internal values and external values). Ethnic identity was captured using Brown, Condor, Mathews, Wade, and Williams’ (1986) Ethnic Identity (EID) Scale (which consisted of three subdimensions of self-definition, self-esteem, and affect). Significant relationships were found between the participants’ sport consumption preferences and sport consumption frequencies. Results of the study revealed that none of the two dimensions of personal values had significant influence on the sport consumption behavior of research participants. However, two of the three dimensions of ethnic identity (self-definition and self-esteem) did significantly influence sport consumption preferences for and frequencies of basketball and football. Self-definition had a significantly positive influence on the consumption of basketball while self-esteem had a significantly negative influence on football.An important finding of the current research was that gender was not a differentiation factor regarding the influence of personal values and ethnic identity on sport consumption. However, significant gender differences in terms of the sport consumption preferences and frequencies contrasted with previous findings by Armstrong (2002; 2003) which did not reveal any pronounced gender differences among Black sport consumers. The results generally support the infusion of aspects of culture into the sport behavior inquiry of ethnic minority consumers. The results also provide support for previous research findings that culturally and ethnically-based consumption phenomena hold important clues for marketing strategy.
Ketra Armstrong (Advisor)
1160 p.
Education, Physical
Personal values; Ethnic identity; Black sport consumers; Sport consumption; Consumption community

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Citations

  • Baba, J. A. (2004). An examination of the influence of personal values and ethnic identity on black students’ sport consumption behavior [Doctoral dissertation, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1064522894

    APA Style (7th edition)

  • Baba, Jatong. An examination of the influence of personal values and ethnic identity on black students’ sport consumption behavior. 2004. Ohio State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1064522894.

    MLA Style (8th edition)

  • Baba, Jatong. "An examination of the influence of personal values and ethnic identity on black students’ sport consumption behavior." Doctoral dissertation, Ohio State University, 2004. http://rave.ohiolink.edu/etdc/view?acc_num=osu1064522894

    Chicago Manual of Style (17th edition)

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This open access ETD is published by The Ohio State University and OhioLINK.