Public attitudes toward athlete activism in sport: utilizing a multivariate list experiment to address social desirability bias in survey responses

Abstract

ABSTRACT Research Question: This study investigates the degree of hidden racial hatred towards athlete protests within the Black Lives Matter (BLM) movement by correcting for the Social Desirability Bias (SDB) in survey responses. Research Methods: Employing a multivariate list experiment on a nationally representative sample (n = 1,075), it assesses the extent of SDB and explores variations in support for on-field kneeling protests based on the race of the athlete, respondent demographics, and sport fan identification. Results and Findings: Findings reveal underreported disapproval for BLM-supportive athlete activism, particularly when the protesting athlete is identified as Black. Further analyses highlight hidden biases influenced by respondents’ race, region, political affiliation, and fan identification. Implications: Our findings offer valuable insight on applying list experiments to reduce social desirability biases in surveys, ensuring more accurate reflections of public opinion on contentious topics.