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When the results came in they showed that African Americans held race at a higher value when dealing with the sports communication process.
Armstrong, K. L. (2000) race and sport consumption motivations: A preliminary investigation of a black consumers' sport motivation scale. Journal of Sport Management.
In this article sports consumption is explained. In this article Armstrong gives rise to the question, why do different races eat up the sports world in different ways and fashions? The article suggests that African Americans consume the sports world based on previous hardships. The article also suggests that Caucasian people eat up the sports world for the excitement of the game...
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