Better in the (Near) Future: Biased Temporal Conceptions of Team Identification

Jesse S. King, Oregon State University, Cascades, USA
Colleen C. Bee, Oregon State University, Cascades, USA
The current research investigates temporal self and other biases among fans’ evaluations of sports teams. Our findings suggest that fans appreciate a home team more for their future potential than for what they have been in the past. Additionally, our results demonstrate an increased optimism for one’s own team.
[ to cite ]:
Jesse S. King and Colleen C. Bee (2012) ,"Better in the (Near) Future: Biased Temporal Conceptions of Team Identification", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1109-1109.