2006-01-28

I, Pledge Allegiance...

Do humans excel at contradictory behaviour or what? In many areas of economic human activity, how we spend our money is a collection of choices made either in haste or out of thoughtful consideration. Sometimes we mix both. Interpreting consumer spending numbers is sometimes a fool's game. For their part, sports fans not only pay for their product but invest personal energies all premised on an absolute love of team.

This brings up its own set of circumstances and problems; I love you, no, I hate you. We love to hate and hate to love - it's the secret of successful talk radio.

Consumers are the perfect choice to use as lab rats for the purpose of this piece. It is not uncommon to hear people complain about a particular corporation (especially if it is perceived to wield a disproportionate amount of power on all levels of society) all the while shopping within its walls. Why would they do this?

Low prices of course. Sure, we'll complain about Wal-Mart on an assortment of corporate indiscretions and excesses but we do love the "roll back." In Canada, this notion takes on an added dimension when we consider nationalism as part of the equation. Nationalism and low prices lie awkwardly side by side in Canada. We are all addicted to shopping for the lowest price. The result is that we pledge allegiance to a retailer that provides us this service. The markets are efficient and we are rational economic beings. So the concept goes.

In the case of nationalism in Canada, what do I mean? I like to use the Canadian Tire case. CT is a successful and iconic Canadian retailer. A proud Canadian institution indeed. Canadians love their CT. Yet, whenever a Wal-Mart builds nearby I have observed - on several occasions -how the parking lot on one place seems a little tame compared to the other. Guess which one has the insane car infested lot? Canadians will avoid CT to get their low price fix (humans are rational economic players) but if it were to be bought out you can bet nationalists would scream.

Consumers are not the only ones who exhibit loyalty. Sports fanatics (fans) do the same for their team. Pride of city, the history of franchise and success of their team all play a role in the degree of their support than can turn into fanaticism.

At what point does one cease being a valued fan and become one that is taken full advantage of by ownership? Nothing is more painful than watching fiercely proud and loyal fans support not only an inferior product but a franchise that does not commit to victory. It's the famous vicious circle of if 'you don't come we can't pay the best players.' Yet, what to make of teams who have their stadiums and arenas constantly jammed packed?

Fans are in a precarious position. They don't want to be seen as jumping on and off the band wagon so a 'through thick and thin' mentality prevails. This leaves them vulnerable to marketing departments who can count on their support no matter how bad the product gets. They also don't want to be the reason why their team fails. So they show up. Even when it is obvious it isn't their fault.

The difference between a consumer of Wal-Mart is that they don't care (except for a few) about Wal-Mart's behavior as long as they keep providing low prices and on this front WM meets their demands. The situation with sports fans is not as clear cut. They are not looking for lower prices (though ticket prices can be a little exaggerated) they are looking for victory. There's more of an intangible component to what they seek. Where they get trapped is when they give their hearts and a team's owner can still bail and move the franchise on them.

On both fronts, humans should consider taking a stand. Sometimes it backfires and other times it works. If consumers truly hate their local multi-national then go to a local Mom & Pop (if you are lucky to have one in your neighborhood). You'll pay a small premium on the products but at least there's some preservation of integrity. Otherwise, you'll have to go with the rest of society which has determined in the free market system what they will pay for good and services.

It is the same with sports fans. If you feel your team is not giving you bang for your buck simply do not show up for the games. Easier said than done (but it does happen). Of course, this too can prove a dicey game. Ownership can just as easily turn and claim that it is precisely because of lack of support that they don't sign any top free agents to make the club you support a winner.

In life, we all have to make tough decisions. Saying what ought to be and acting out what ought to be are two different things. So far, our actions do not match the complaints. We still support the Wal-Marts of this world and our favorite teams.

We've taken our stand. At least we are not fence sitters; this would have surely displeased Danté.

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