search query: @author Fisher, R. / total: 4
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| Author: | Fisher, R. Wakefield, K. |
| Title: | Factors leading to group identification: a field study of winners and losers |
| Journal: | Psychology and Marketing
1998 : JAN, VOL. 15:1, p. 23-40 |
| Index terms: | PSYCHOLOGY MARKETING COMPETITION |
| Language: | eng |
| Abstract: | Why do fans or losing sport 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. |
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