Regional Variation in Rivalry: Canadians Really are Friendlier
Journal of International Consumer Marketing, DOI: 10.1080/08961530.2018.1531364
18 Pages Posted: 28 Jan 2019
Date Written: January 15, 2019
Spectator sports embody social group conflict, where consumers periodically interact with opposing fans, thereby providing outlets for negative brand affect in the form of acrimony toward rivals. To assess the regional nature of rivalry, this study compared 5,145 sports consumers across the four United States Census regions and Canada, including five professional leagues. Consistent with regional personality clustering, fans of Canadian teams harbor less acrimony toward rivals, and fans of teams in the Northeastern US generally exhibit the most acrimony. When developing events and promotional partnerships, sports marketers and sponsors should recognize regional differences in how consumers react to rivals.
Keywords: Rivalry, Derby, Regional, Identification, Schadenfreude, Discrimination, Prejudice
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