7-N: “You Grin At Each Other, You Celebrate Together, You Hug Strangers”: Consequences of Shared Identity Within Crowds At Sporting and Music Events

Building on contemporary crowd psychology, this paper investigates if and how individuals experience a shared identity with strangers at diverse crowd events. We conducted qualitative semi-structured interviews with crowd participants in three different crowd contexts. Findings suggest that shared identity led to increased intimacy with strangers and intense positive feelings.



Citation:

Maximilian Stieler, Fergus G. Neville, and Claas Christian Germelmann (2017) ,"7-N: “You Grin At Each Other, You Celebrate Together, You Hug Strangers”: Consequences of Shared Identity Within Crowds At Sporting and Music Events ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1066-1066.

Authors

Maximilian Stieler, University of Bayreuth, Germany
Fergus G. Neville, University of St. Andrews, UK
Claas Christian Germelmann, University of Bayreuth, Germany



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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