Abstract
The objectives of this study were (a) to explore the concept that consumers of organized recreation services have well formed attitudes (sector biases) regarding public sector agencies and commercial businesses; (b) to examine the effect of persuasive messages on sector biases; (c) to examine the effect of sector biases on recreation choice behavior; (d) to examine the effect of recreation choice behavior on sector biases; and (e) to develop a taxonomy for classifying various forms of sector bias. An experimental design employing three sets of persuasive videotapes was used in conjunction with two sets of semantic differential type items designed to measure sector biases in subjects and their attitudes toward the treatment videotapes. Subjects also made recreation choice decisions using a third set of semantic differential type items. Subjects were screened prior to participation in the experiment for the purpose of examining only people who were highly involved in the two recreation activities selected. Results of the hypothesis testing suggest that the subjects in the experimental sample did have significantly different attitudes regarding the public and commercial sectors. The persuasive treatment videotapes were successful in influencing a significant number of subjects. In addition, attitudes were found to influence recreation choice behavior to a greater degree than recreation choice behavior influenced attitudes. Finally, subjects placed into various cells of the sector bias taxonomy were found to differ significantly from subjects placed into other cells. Implications for recreation managers in both sectors were discussed. Directions for future research into the sector bias concept were also outlined
Havitz, Mark Edward (1987). An experimental examination of sector bias in the context of selected organized recreation services. Texas A&M University. Texas A&M University. Libraries. Available electronically from
https : / /hdl .handle .net /1969 .1 /DISSERTATIONS -754061.