Understanding runner’s passion and addiction: a Kano method analysis

Abstract

ABSTRACT Purpose To use a new methodological approach, the Kano method, to explore the role of passion and addiction across runner groups. Methodology/Design Within the literature, passion/addiction has received scant attention; especially in relation to how they might influence long-term participation. Research has largely focused a one-dimensional measurement where passion/addiction is linear. We argue for deeper analysis using the Kano method. Findings The Kano method does provide novel outcomes regarding the role of passion and addiction in running. Practical implications The Kano approach can help stakeholders to better understand how the presence or absence of an activity influences runners’ attitudes and behavior. The functional/dysfunctional statements allow a deeper examination beyond one statement that a Likert scale of strongly disagree to strongly agree explains. Research contribution The method to explore passion/addiction uses unidimensional Likert scales that suggest these constructs are bipolar (harmony – disharmony). Kano argues they do not lie on a continuum, which allows for a novel approach to explore these concepts beyond the traditional scales commonly used in psychometric research. Originality/Value These results enhance prior research on runners as the influences of passion and addiction yielded unique results that cannot be explained without the use of the Kano method.