Highlights► We explore reasons that individuals choose not to attend sport. ► Open-ended questionnaire responses illustrated team-based values and characteristics underpinning non-attendance. ► Non-attendance was associated with apathetic or disidentified cognitive responses. ► Data were used to develop a conceptual model displaying perceptions of sporting teams on a spectrum ranging from positive through to neutral (apathetic) and negative (disidentified) ones.
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Lock et al. (2011) studied this question.
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