Robert Madrigal

Professor Madrigal has taught numerous graduate and undergraduate classes in sports management at Ohio State University and Arizona State University. His research interests center on the application of pertinent theories of social psychology and consumer behavior to issues related to sport and tourism. He is particularly interested in those theories that explain the perceptions of sports fans and tourists. He is currently involved in a number of studies examining the ability of Weiner's (1986) attributional theory of motivation and achievement to explain fans' and tourists' satisfaction judgments. The abstracts and citations of his most recent pieces are listed below. To request full text versions of these documents, please contact the Warsaw Center, Dr. Madrigal or the referenced journal.

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Title:
"The Influence of Social Alliances with Sports Teams on Intentions to Purchase Corporate Sponsors' Products"

Citation:
Madrigal, Robert, "The Influence of Social Alliances with Sports Teams on Intentions to Purchase Corporate Sponsors' Products" Journal of Advertising, forthcoming.

Abstract:
Sponsorship has become an increasingly popular form of marketing communications, yet little is known about what might influence consumers' intentions to purchase a sponsor's products. The focus here is on how the social alliances existing between fans and a preferred sports team influence purchase intentions. Data from a convenience sample of 678 adults attending a college football game suggests that favorable purchase intentions are more likely to occur (1) as identification with the team increases and (2) when such intentions are perceived as a group norm. Moreover, an ordinal interaction indicates that team identification has a greater effect on intentions at lower levels of group norms than at higher levels. Implications for practice are discussed.

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Title:
"Antecedents and Consequences of Organizational Identification: The Mediating Role of Gratitude Toward the Organization"

Citation:
Madrigal, Robert & Eric C. Koch "Antecedents and Consequences of Organizational Identification: The Mediating Role of Gratitude Toward the Organization," Journal of Marketing, Working Paper

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Title:
"Measuring the Multidimensional Nature of Sporting Event Consumption"

Citation:
Madrigal, Robert, "Measuring the Multidimensional Nature of Sporting Event Consumption," forthcoming.

Abstract:
Although a predominant form of experiential consumption, little is known about the ways in which people consume a sporting event. The article describes the development of an internally consistent and valid measurement scale designed to assess eight underlying dimensions of sports consumption (Aesthetics, Camaraderie, Evaluation, Fantasy, Flow, Physical Attraction, Personalities, and Vicarious Achievement). Relationships among dimensions are also modeled so as to describe the very nature of sports consumption. Finally, the paper explores how the dimensions differ by sex and sports type, as well as the correlation between each dimension and behavioral intentions.

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Title:
"Using the Psychological Commitment to Team (PCT) Scale to Segment Sport Consumers Based on Loyalty"

Citation:
Mahony, Daniel F., Robert Madrigal, and Dennis Howard, "Using the Psychological Commitment to Team (PCT) Scale to Segment Sport Consumers Based on Loyalty," Sport Marketing Quarterly 9, no. 1 (2000).

Abstract:
The purpose of this study was to develop a psychological commitment to team (PCT) sale to be used in segmenting sport consumers based on loyalty. Previous research on the loyalty construct suggested the importance of using both behavioral and attitudinal measures when attempting to assess the loyalty of consumers (Backman & Crompton, 1991a; Day, 1969). Although measures of behavioral loyalty are readily available in team sports (e.g., attendance, television viewing), no appropriate measure of attitudinal loyalty was available prior to the current study. A number of statistical procedures and four separate data collections were used to assess the strength of the PCT scale. The PCT scale provides sport marketers with a reliable and valid measurement tool for differentiating consumers into discrete segments based on the strength of their overall loyalty. Alternative strategies for strengthening fan allegiance for each of the different loyalty segments are provided.

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Title:
"An Audience Survey from the first Gridiron Cybercast"

Citation:
Kahle, Lynn R., Robert Madrigal, Nancy P. Melone, and Kerry Szymanski. "An Audience Survey from the first Gridiron Cybercast." In David W. Schumann and Esther Thorson, Eds. Advertising and the World Wide Web. Mahwah, NJ: Lawrence Erlbaum Associates, 1999.

Abstract:
The University of Oregon cybercast the football game between the University of Oregon and the University of Illinois on September 16, 1995. Audience members could listen to the audio (radio) feed from the Oregon Sports Network, including all inserted advertisements, through their computers, from anywhere in the world. During the cybercast they could click buttons on their computer screens to find out more information about the University of Oregon academic and athletic programs, to purchase novelty items, to learn more about the cybercast sponsors, and to participate in a survey. Survey participants (120 of them, 10% of log-ons, 1% of attempted log-ons) were affluent young adult and middle-aged adult males, well educated. They liked novelty and sports. They did NOT hate advertising or advertisers. They owned software. They received 23% of their sports information from the internet. They valued (more than others) self-fulfillment and sense of belonging. They devalued (less than others) warm relationships with others and security. As expected, they also strongly value sense of accomplishment. Individuals who tended to view internal values as being less important and who were highly attracted to the cybercast as a form of new technology reported receiving a significantly greater percentage of sports-related information over the Internet than did those who were highly motivated by internal values and novelty.