Why doe the PGA care about spittle on the course? This act is seen as having an inverse effect of the PGA’s value. The value of the association, in part, consists of the cultural landscape that it fosters. Inconsiderate acts within the confines of the tournament are seen as negatively and directly affecting the Association. Therefore, the PGA rightly expects players to comply with the cultural norms or pay for the economic damages caused by any such deviation. While Keegan Bradley’s offense was minor, he could be fined. In theory, the “fine” should be equivalent to the decrease in total value of the PGA brand caused by this specific infraction.
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