EDPE 565: Final Research Paper

Key Points from Research Proposal: Attractiveness & Tennis Viewership

• The purpose of this research was to investigate how physical attractiveness influences fan viewership in professional tennis, with a focus on U.S. audiences at the US Open.

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• The research addresses a gap in existing research, as most prior studies were conducted in European contexts

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• The research utilized a mixed methods research design, combining both quantitative and qualitative approaches to gain a comprehensive understanding

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• Quantitative Method: Eye-Tracking Technology​

  • Collected data on fixation duration, gaze patterns, and attention levels

  • Allowed for more objective, behavioral data beyond self-reported responses

• Used Tobii Pro Glasses to measure visual attention and gaze behavior

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• Qualitative Method: Interviews

  • Conducted semi-structured interviews to understand fan perceptions and motivations

  • Provided deeper insight into why participants engaged with certain players

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• Sampling Strategy:

  • Recruited ~100 participants using convenience sampling at the US Open

  • Included a diverse range of tennis fans (age, gender, experience level)

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• Experimental Design:

  • Participants randomly assigned to view matches with more vs. less attractive players

  • Pre-rating system used to categorize player attractiveness

  • Allowed for causal analysis of attractiveness on attention

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• Data Analysis Techniques:

  • Statistical analysis (t-tests) to compare attention across groups

  • Thematic analysis to identify patterns in interview responses

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• Key Insight:

  • Demonstrates how combining multiple research methods (triangulation) strengthens validity and provides a more complete understanding of sport consumer behavior

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• Application to Sport Industry:

  • Findings can inform marketing strategies, media coverage, and fan engagement practices

  • Raises important ethical considerations regarding representation in women’s sports