Rivalry and Group Member Behavior among Fans of Sport Teams and Theme Parks

Abstract

The current study investigated how group members react to favorite and rival brands among sport teams and theme parks. Specifically, fans of sport teams perceptions of favorite and rival brands were compared to that of theme park fans. Results showed that fans of sport teams reported more positivity toward their favorite brands and more negativity toward their rival brands than did fans of theme parks. Additionally, identifying as a fan of both a sport team and theme parks influenced more positive attitudes toward the favorite theme park brand. Finally, the current study places the group member behavior of theme park fans in the Hierarchy of Out-Group Derogation (HOD) and Out-group Derogation Spectrum (ODS) using the Group Behavior Composite (GBC, Havard, Grieve, & Peetz, 2021). Implications for research and practice are discussed, along with future research avenues presented. A version of this study was presented at a previous conference, however with inaccurate data analysis. This presentation will focus on analysis using correct data points and the inclusion of the results in the HOD and ODS.