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Side effects of rivalries: Are fans less likely to help rivals in need?

The passion that many sports fans have for their favorite teams can be beneficial to sports teams (by increasing ticket sales and sales of licensed merchandise; Bristow and Sebastian, 2001; Fisher and Wakefield, 1998), media companies (by increasing ratings) and sponsoring companies (by creating favorable attitudes and purchase intentions; Bee and Dalakas, 2014; Madrigal, 2000). In addition, there are several positive outcomes for the fans’ well-being like self-esteem, social well-being, experiencing positive emotions, and lower likelihood to feel lonely (Branscombe and Wann, 1991; Wann, 1994; Wann, 2006). However, such passion may also have a dark side that research should consider (Madrigal and Dalakas, 2008). Specifically, sports fans often exhibit aggressive behaviors, verbal and/or physical, especially in targeting rivals. This study examines a different angle of morally questionable behavior by fans regarding perceptions and behaviors that dehumanize rivals, namely propensity to help people in need. Therefore, it provides an interesting insight into fan psychology and behavior and sports rivalries. Presentation by Bennett Cherry at Academy of Marketing Science Conference, Denver, Colorado, May 12-14

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