Cramer, McMaster, Lutz and Ford (1986) Sport fan generosity: a test of mood, similarity, and equity hypotheses

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Sport fan generosity: a test of mood, similarity, and equity hypotheses

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CONTRIBUTORS:

	Author:	Cramer, R. E.
	Author:	McMaster, M. R.
	Author:	Lutz, D. J.
	Author:	Ford, J. G.

JOURNAL:

Journal of Sport Behavior (JSB), 9(1), 31 - 37.

YEAR:

1986

PUB TYPE:

Journal Article

SUBJECT(S):

spectator; football; sex-factor; winning; failure; psychology

DISCIPLINE:

No discipline assigned

HTTP:

https://secure.sportquest.com/su.cfm?articleno=185332&title=185332

LANGUAGE:

English

PUB ID:

103-343-315 (Last edited on 2002/02/27 18:44:12 US/Mountain)

SPONSOR(S):

ABSTRACT:
Male sport fans' responses to requests for help depended upon the identity of the sport fan making the request. Mood, similarity, and equity hypotheses were tested following five high school football games when winning and losing fans were approached by either a male or female fan requesting a dime to make a telephone call. Female fans were helped equally across all conditions. Consistent with the equity hypothesis, winning fans helped other male fans identified with the losing team and losing fans withheld help from male fans identified with the winning team. The discussion focused on equity theory's heuristic value and the potential sporting events have for serving as natural social laboratories. Tests hypotheses regarding mood, similarity, and equity of winning and losing fans following five high school football games. Both male and female fans approach other fans, requesting a dime to make a phone call. Finds that female fans are helped equally across all conditions. Winning fans help other male fans identified with the losing team, consistent with the equity hypothesis. Losing fans withhold help from male fans identified with the winning team. Discusses the study's contribution to equity theory. Suggests that athletic contests can serve as productive laboratories for social research.

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