Case 22.

1 Old School versus New School Sports Fans

Three academic researchers investigated the...
Case 22.1 Old School versus New School Sports Fans Three academic researchers
investigated the...

Case 22.1

Old School versus New School Sports Fans

Three academic researchers investigate

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school-sports-fans-three-academic-researchers-investigated-the
Case 22.1 Old School versus New School Sports Fans Three academic researchers
investigated the...

Case 22.1

Old School versus New School Sports Fans

Three academic researchers investigated the idea that, in American sports, there are two
segments with opposing views about the goal of competition (i.e., winning versus self-
actualization) and the acceptable/desirable way of achieving this goal.7 Persons who believe in
“winning at any cost” are proponents of sports success as a product and can be labeled new
school (NS) individuals. The new school is founded on notions of the player before the team,
loyalty to the highest bidder, and high-tech production and consumption of professional sports.
On the other hand, persons who value the process of sports and believe that “how you play the
game matters” can be labeled old school (OS) individuals. The old school emerges from old-
fashioned American notions of the team before the player, sportsmanship, and loyalty above all
else, and competition simply for “love of the game.” New School/Old School was measured by
asking agreement with ten attitude statements. The scores on these statements were
combined. Higher scores represent an orientation toward old school values. For purposes of this
case study, individuals who did not answer every question were eliminated from the analysis.
Based on their summated scores across the ten items, respondents were grouped into low
score, middle score, and high score groups. Case Exhibit 22.1–1 shows the SPSS computer
output of a cross-tabulation to relate the gender of the respondent (GENDER) with the New
School/Old School grouping (OLDSKOOL).

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investigated the...
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