Utilizing a pre-post experimental design, the purpose of this study was to assess a fantasy participant’s attitudinal and behavioral changes toward the NFL with twelve weeks of fantasy and favorite team outcomes serving as a treatment. The findings mostly support the framework’s proposition that game outcomes impact a participant’s NFL experience. However, one major revision was suggested as a disconnect resulted between a participant’s favorite NFL team attachment and the behavioral intentions related to the team.

1. The impact of game
outcomes on fantasy
football participation
and NFL media
consumption
Brendan Dwyer
@brendandwyer

2. AGENDA
Introduction
Framework
Method
Results
Discussion

3. 95%of fantasy participants are insane
Insane
Not Insane

4. Logical
Predictable
Average
Consumer
Average
SportFan
FantasyFootball
Participant
Loyal
Consumer

6. 99%of fantasy participants are insane
Insane
Not Insane

7. AGENDA
Sample
Proceduresand

8. Disconnect
Sport-specific

9. Identification
Durability?

10. Fantasy
Football
Participation
Perceptions
Consumption
Behavior
Favorite Team
Perceptions
Identification
Loyalty
Fantasy Team(s)
Perceptions
Attraction to
players
Interactivity
Non-Media Consumption
• Event Attendance
• Merchandise
Media Consumption
•Televised
programming
o Live games
(players)
o Sport journalism
shows
o Sports tickers
•Internet
•Telecommunications
•Cell phone
•Text messaging
Attitude
Activation
Norms
The influence of
Fantasy Team
perceptions on
traditional Favorite
Team norms
transforms the
Definition of the
Event from a singular
interest in favorite
team outcomes to an
interest in both
fantasy team and
favorite team
outcomes
Definition of
the Event
Favorite Team
Outcomes
Fantasy and Favorite
Team Outcomes
Favorite Team
Outcomes
Fantasy and Favorite
Team Outcomes
Drayer et al., 2010

11. Analysis
Instruments&

12. Subject Variable
Both Failed
n=63
Fantasy Team
Failed
n=57
Favorite NFL
Team Failed
n=52
Neither Failed
n=64
FantasyTeam
WinningPercentage
Favorite NFLTeam
Winning Percentage

13. Outcome Variables
◊ Attitudes
∞ Attraction to Players
∞ Team Attachment
◊ Behaviors
∞ Fantasy-related media (3)
∞ Team-related media (3)
∞ General NFL TV viewership (3)

14. Analysis
Instruments&

15. Results
◊ Validation
◊ RQs
1. Differences between and within
2. No differences
3. Differences between and within*
4. Differences between and within
5. Differences between and within

16. 3.5
4.0
4.5
5.0
5.5
Pre-Season Week 12**
Both Failed*
Fantasy Failed*
Team Failed*
Neither Failed
LevelofAttraction
Attraction to Fantasy Players
abd
abc
cd
cd

17. Fantasy
Football
Participation
Perceptions
Consumption
Behavior
Favorite Team
Perceptions
Identification
Loyalty
Fantasy Team(s)
Perceptions
Attraction to
players
Interactivity
Non-Media Consumption
• Event Attendance
• Merchandise
Media Consumption
•Televised
programming
o Live games
(players)
o Sport journalism
shows
o Sports tickers
•Internet
•Telecommunications
•Cell phone
•Text messaging
Attitude
Activation
Norms
The influence of
Fantasy Team
perceptions on
traditional Favorite
Team norms
transforms the
Definition of the
Event from a singular
interest in favorite
team outcomes to an
interest in both
fantasy team and
favorite team
outcomes
Definition of
the Event
Favorite Team
Outcomes
Fantasy and Favorite
Team Outcomes
Revised Framework

18. Substitute?Complement?

20. Looking to the
Future

21. Questions?

22. Thank You
bdwyer@vcu.edu – Brendan Dwyer – @brendandwyer