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

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.



Citation:

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.

Authors

Jesse S. King, Oregon State University, Cascades, USA
Colleen C. Bee, Oregon State University, Cascades, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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