𝔖 Bobbio Scriptorium
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Factors leading to group identification: A field study of winners and losers

✍ Scribed by Robert J. Fisher; Kirk Wakefield


Publisher
John Wiley and Sons
Year
1998
Tongue
English
Weight
207 KB
Volume
15
Category
Article
ISSN
0742-6046

No coin nor oath required. For personal study only.

✦ Synopsis


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 in which the group operates and the attractiveness of group members. Also, whereas perceived group performance is the most important factor leading to identification for members of successful groups, this factor is irrelevant to members of unsuccessful groups. In addition, the study finds a strong association between the strength of identification and the incidence of group-supportive consumption behaviors for members of both types of groups. The research has important implications for organizations that depend upon member support, such as sports teams, educational institutions, musical groups, and charities. ©1998 John Wiley & Sons, Inc.

Understanding the basis for strong relationships between individuals and their groups is of fundamental interest to consumer researchers


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