Background/Purpose The David vs Goliath Butler Bulldogs story entralled Hoosier basketball fans and captivated American sports fans during the 2010 National Collegiate Athletic Association Basketball competition. The concept of fan motivation has been researched but the sport fan salient role identity has not been intensely scrutinized outside of the sociology field. This quantitative study sought to identify the factors that explain the identity salience of fans who attended the Indianapolis Final Four men's games.
Method Adults aged 18 and older who attended the Final Four games were approached via convenience sampling, and asked to complete an on-site survey. The usable sample was N=328. The dependent variable, identity salience, was assessed by five items (Callero, 1985). Predictor variables were eight motivation factors from Wann's (1984) Sport Fan Motivation Scale - Escape, Economic, Eustress, Aesthetic, Self-esteem, Group, Entertainment, and Family.
Analysis/Results Pearson correlation coefficients showed that there were a number of statistically significant relationships among variables. Overall Cronbach's alpha was .86. Sequential Regression analysis was used to predict Identity Salience. Results suggested that Eustress, (beta = .167, p < .05), Self-esteem (beta = .227, p < .05), and Entertainment (beta = .189, p < .05) were significant predictors of Identity Salience. The total R squared for the model was .223.
Conclusions This baseline study provides useful information about the relationship between motivations for attending games and the salient role identity of fans. As the level of sport fan identity salience changes, specific fandom behavior may be modified. Future studies should investigate identity salience and behavioral changes such as attendance and expenditure.
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