University of Florida Thesis Or Dissertation Formatting

IMPLICIT ATTITUDES AS PRECURSORS OF SPORT CONSUMER BEHAVIOR: PREDICTIVE AND INCREMENTAL VALIDITY OF DUAL ATTITUDE IN ATHLETE ENDORSEMENT EVALUATION By YONGHWAN CHANG A DISSERTATION PRESENTED TO THE GRADUATE SCHOOL OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY UNIVERSITY OF FLORIDA 2016 © 2016 Yonghwan Chang To Il Rang, Chloe & Claire ACKNOWLEDGMENTS Numerous people have provided invaluable support for the completion of my dissertation. First of all, I would like to express my deepest appreciation to the committee chairperson, Dr. Yong Jae Ko. I am truly indebted for his advice, encouragement, tremendous support, and opportunities he provided for last years at the University of Florida. I cannot find words to express my wholehearted appreciation for him. I would also thank other committee members, Drs. Michael Sagas, Brian Mills, and Chris Janiszewski, who have been really encouraging and supportive. I am also very grateful that I have worked with the best colleagues at the University of Florida and the College of Health and Human Performance. Most importantly, I deeply thank my family and friends. 4 TABLE OF CONTENTS page ACKNOWLEDGMENTS ...............................................................................................................4 LIST OF TABLES ...........................................................................................................................9 LIST OF FIGURES .......................................................................................................................10 LIST OF TERMS ...........................................................................................................................12 ABSTRACT ...................................................................................................................................14 CHAPTER 1 INTRODUCTION ..................................................................................................................16 The Significance of Athlete Endorsement in the Sport Industry ............................................16 Understanding Endorsement Effectiveness ............................................................................17 Theoretical Approaches for Evaluating Endorsement Effectiveness .....................................18 Dual Processing Accounts of Attitude Construction in Athlete Endorsement .......................20 Statement of the Problem ........................................................................................................22 Purpose of the Study ...............................................................................................................23 Significance of the Study ........................................................................................................24 Structure of the Study .............................................................................................................24 Research Questions .................................................................................................................26 Hypotheses ..............................................................................................................................26 2 THEORETICAL BACKGROUND........................................................................................29 Athlete Endorsement as a Co-Branding Practice ....................................................................29 Existing Theoretical Approaches in Endorsement Literature .................................................30 Source Models .................................................................................................................30 Schema Congruity Theory and Matchup Hypothesis ......................................................32 Associative Network Memory Model .............................................................................33 Association Strength and Endorsement Effectiveness ...........................................................35 The Concept of Association Strength ..............................................................................35 Association Strength and the Two-Step Model for Judgment and Decision Making .....36 Selective Attention and Endorsement Effectiveness ..............................................................38 The Concept of Selective Attention ................................................................................38 The Process of Selective Attention ..................................................................................39 Biased competition model ...............................................................................................39 Adaptive learning theory .................................................................................................40 Level of Fit and Selective Attention ................................................................................41 Dual Process of Evaluative Judgment Construction in Athlete Endorsement ........................43 Summary .................................................................................................................................51 5 3 EXPERIMENT .......................................................................................................................52 Experimental Design ..............................................................................................................52 Pretests ....................................................................................................................................52 Instrumentation .......................................................................................................................54 Explicit Cognitive Attitude toward Athlete and Product ................................................54 Explicit Affective Attitude toward Athlete and Product .................................................55 Other Explicit Measures ..................................................................................................56 Procedures of Main Experiment .............................................................................................56 Fit Manipulation ..............................................................................................................56 Single Target-Implicit Association Test (ST-IAT) .........................................................57 Data Analysis ..........................................................................................................................60 Data Screening: Missing Data, Outliers, Leverage Points, and Normality .....................60 Descriptive Statistics .......................................................................................................61 Measurement Model Test ................................................................................................61 Data Preparation of Latencies in the ST-IAT ..................................................................62 Hypotheses Testing .........................................................................................................63 4 RESULTS ...............................................................................................................................72 Demographics .........................................................................................................................72 Measurement Model Test .......................................................................................................72 Cognitive explicit attitude toward athlete (expertise, trustworthiness, attractiveness) ..........72 Affective explicit attitude toward athlete (pleasure, arousal, pride) .......................................72 Cognitive explicit attitude toward product (quality, trustworthiness, attractiveness) ............73 Affective explicit attitude toward product (pleasure, arousal, pride) .....................................73 A Summary of Measurement Model Tests .............................................................................73 Moderation Effects of Athlete Involvement on Implicit Attitude toward Athlete .................74 Moderation Effects of Athlete Involvement on Cognitive Explicit Attitude toward Athlete .................................................................................................................................74 Moderation Effects of Athlete Involvement on Athlete Expertise .........................................75 Moderation Effects of Athlete Involvement on Athlete Trustworthiness ..............................76 Moderation Effects of Athlete Involvement on Athlete Attractiveness .................................76 Moderation Effects of Athlete Involvement on Explicit Affective Attitude toward Athlete .................................................................................................................................77 Moderation Effects of Athlete Involvement on Athlete Pleasure ...........................................78 Moderation Effects of Athlete Involvement on Athlete Arousal ............................................79 Moderation Effects of Athlete Involvement on Athlete Pride ................................................79 A Summary of the Results of Moderation Effects of Athlete Involvement ...........................80 Moderation Effects of Product Involvement on Implicit Attitude toward Product ................81 Moderation Effects of Product Involvement on Explicit Cognitive

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