Sport Fan Evaluations of a Major League Baseball Season: Key Predictors and Influence on Future Evaluations and Consumption Behaviors

ABSTRACTThe current study examined fan evaluations of Major League Baseball team performance for a previous season as well as predictions of, and consumption expectations for, an upcoming season. With respect to evaluations of the recently completed season, appraisals were positively predicted by team identification, actual wins, and the number of playoff series played; evaluations were negatively predicted by simply making the playoffs. As for expectations for the next season, evaluations of the previous season, team identification, and actual wins were key predictors as those with more positive evaluations, higher levels of identification, and rooting for teams with fewer wins expected better performances from their team. Regarding consumption, team identification and expectations for the upcoming year were frequent predictors of a variety of consumption forms (e.g. attendance at home games, television viewing).