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

Motion, Emotion, and Indulgence: How Movement Influences Consumption

Yegyu Han, Virginia Tech, USA
Rajesh Bagchi, Virginia Tech, USA
Syagnik Banerjee, University of Michigan at Flint

Read More

Featured

Marketing’s Ethical Blind Spot: The Problem with Catering to Customer Preferences

Suneal Bedi, University of Pennsylvania, USA
Sonu Bedi, Dartmouth College, USA

Read More

Featured

Tattoo: A Perspective Beyond Estethics

Luana C. Moraes, Universidade de Sao Paulo
Gabriela L. Pinheiro, Universidade de Sao Paulo
Nathalia S. Arthur, Universidade de Sao Paulo
Eliani C. Flores, Universidad Catolica del Peru
Jose Mauro C. Hernandez, Centro Universitário FEI

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.