Sport fan maximizing: following the best team or being the best fan?

摘要

Purpose - The purpose of these studies is to determine how maximizing sport fans seek optimal outcomes through team identification. Maximizers seek optimal outcomes but do not always obtain them. This may be particularly true of sport fans, who often identify with teams for reasons that run deeper than team success. Maximizing fans may be more concerned with being the best fans than following the best teams. Design/methodology/approach - In Study 1, the authors measured maximizing tendency and identification with participants' favorite National Football League (NFL) teams. The authors then used moderated regression to predict identification levels from the interaction of maximizing and the historical win-loss records of these teams. In Study 2, the authors manipulated team success by providing participants either an optimistic or pessimistic preview of their college basketball team's upcoming season. The authors measured maximizing tendency as a moderator of this relationship and identification with the college basketball team as the dependent variable. Findings - In Study 1, maximizers identified more strongly with their favorite NFL team when their favorite team was a historically unsuccessful team. In Study 2, maximizers identified more strongly with their college basketball team after reading a pessimistic preview of the team's upcoming season than after reading an optimistic preview of that season. Research limitations/implications - Study 1 required participants to self-report their favorite NFL teams, so the results were only correlational. However, the authors were able to address this limitation with an experimental Study 2. Practical implications - There are a number of potential implications for sport marketing strategy. For one, sport marketers may want to appeal to fans' desire to be the best by supporting their teams when they need it most, particularly for teams that are not performing well. Originality/value - This is the first examination of team or fan identification in the context of maximizing tendency.