Authors
Robert J Fisher, Kirk Wakefield
Publication date
1998/1/1
Journal
Psychology & Marketing
Volume
15
Issue
1
Pages
23-40
Publisher
Wiley Subscription Services, Inc., A Wiley Company
Description
Abstract Why do fans of losing sports teams, alumni of poorly ranked educational programs,
and patrons of charities that are rocked by scandal maintain or even increase their support?
The present research investigates this issue by examining how differences in group success
affect the factors that lead to identification and ultimately the incidence of group-supportive
behaviors. The results of a two-group field study of professional sports fans suggest that
members of unsuccessful groups identify on the basis of their involvement with the domain ...
Total citations
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