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Friday, March 29, 2013
Consumers and NCAA-licensed products: new findings

New empirical findings by Anastasios Kaburakis and his research team on how consumers perceive NCAA licensed products in relation to athletes featured in them. Key finding: consumers associate video game representations with actual NCAA players & a good number of consumers mistakenly believe that players endorse (and are perhaps paid to be in) these games. These findings clearly connect to O'Bannon v. NCAA and more broadly to evolving conceptions of amateurism in college sports.


What I find really interesting is that although 50-90% of all the game participants recognized nationally well-known "marquee" players and a majority of consumers considered the presence of "real" players featured in the game as an important factor for their intent to purchase the game, 75% of all the participants are of the view that the athletes should not be paid ANY compensation above their scholarships. Why don't consumers think athletes deserve to be compensated when they truly believe the athletes themselves are so vital to the video game? And why do they care if the athletes are compensated? That just baffles me.

Anonymous Rick Karcher -- 3/29/2013 3:12 PM  

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