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
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