Oldham caretaker-manager Tony Philliskirk launched a scathing attack on his side's "embarrassing" display after they fell to a 1-0 defeat against Bournemouth.
The Latics remain in the drop zone after a third straight league loss and Philliskirk warned they will be relegated if improvements are not made quickly.
Bournemouth snatched the winning goal after 22 minutes as Lewis Grabban crossed from the left and Brett Pitman swept in from six yards.
The home side wasted a 70th-minute penalty when Grabban was penalised for handball and Jose Baxter audaciously chipped his spot-kick down the centre of goal. Bournemouth keeper Ryan Allsop had already dived to his right, but managed to reach out a hand and claw the ball down into his arms.
Philliskirk said: "To play like we did in the first 45 minutes was totally unacceptable. It was embarrassing. We had a go in the second half, but that's the least you should expect from any team in any game.
"I've been at this club for 15 years and I don't think I've seen a worse, more abject 45 minutes in all of that time. The players knew our league position and the magnitude of the game, but you have to question whether they care about the club.
"I've kept defending the players, but results aren't good enough and it's very worrying that they can go out and show that sort of attitude. They need to start playing big instead of talking big - if they keep performing like they did in the first half , they will go down."
Bournemouth manager Eddie Howe said: "It's all about results at this stage of the season. We needed to win and we did it with a dogged, disciplined performance.
"The opposition didn't help the spectacle of the game because they were very direct and played a lot of long balls, but our back four repelled that well.
"This is a good group of lads who work extremely hard and aren't arrogant enough to think they can't improve. We are working on being more resolute and credit to the players for helping us to achieve that."