Fans' Judgments About the 1994-95 Major League Baseball Players' Strike

Abstract

In this study, we used a multilevel analysis to examine how strike tactics influenced fans' support of the 1994-95 Major League Baseball player's strike. Strike tactics were discounted ticket prices for season games, replacement players in games, and picket lines of striking players. Tactics were varied within judgment scenarios (i.e., baseball game announcements) and fans' responses to scenarios were used as within-person variables to estimate tactic influences. Fans' perceptions of themselves (e.g., extent of fanship) and the strike situation (e.g., extent to which the dispute was perceived as a labor dispute) were used as between-person variables to predict individual differences in tactic influences. Results indicated that more replacement players has a positive influence on support for the strike and higher discounted prices had a negative influence on strike support. The influences of replacement players on judgments was not associated with individual differences, whereas the influence of discounted prices on judgments did show such differences. The findings were used to discuss implications for winning support from consumers in a professional entertainment workers' strike.