Acknowledging Versus Ignoring the Identity-Relevance of Rivalry: Why Endorsing Dual Identities Decreases Spectator Aggression and Downplaying Makes Things Worse

Three studies show that the managerial practice of publicly downplaying rivalries to reduce spectator aggression is counter-productive. We suggest an alternative approach—dual identity statements—that acknowledges rivalry as an important part of sport fans’ identity. Endorsing dual identities reduces aggressiveness via increased levels of superordinate identity and lower reactance.



Citation:

Sebastian Uhrich and Johannes Berendt (2017) ,"Acknowledging Versus Ignoring the Identity-Relevance of Rivalry: Why Endorsing Dual Identities Decreases Spectator Aggression and Downplaying Makes Things Worse", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 924-926.

Authors

Sebastian Uhrich, German Sport University, Germany
Johannes Berendt, German Sport University, Germany



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Using multi-methods in behavioral pricing research

Haipeng Chen, University of Kentucky, USA
David Hardesty, University of Kentucky, USA
Akshay Rao, University of Minnesota, USA
Lisa Bolton, Pennsylvania State University, USA

Read More

Featured

How Residential Mobility Influences Donations

Yajin Wang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Xiaolin Li, University of Texas at Dallas, USA
Nicole Kim, University of Maryland, USA

Read More

Featured

Communicating Limited Financial Resources Increases Perceived Trustworthiness and Interpersonal Connection

Grant E. Donnelly, Harvard Business School, USA
Anne Wilson, Harvard Business School, USA
Ashley V. Whillans, Harvard Business School, USA
Michael Norton, Harvard Business School, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.