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The Current Study First Investigates The Impact Of Degree

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The current study first investigates the impact of degree of rivalry on fan perceptions. Specifically, fan perceptions of their primary and secondary rivals were compared. Havard et al. (in press) and Havard et al. (2016) found fans of intercollegiate athletics were more likely to consume their favorite team if they were playing a rival than a non-rival team, and the current study sought to replicate these findings at the professional level. The current study also extends previous work by measuring the impact of rival perceptions on consumption intentions. Finally, the current study investigates fan likelihood to experience GORFing following a rival loss to someone other than the favorite team. GORFing is similar to schadenfreude…show more content…
Regarding intentions of fans to consume their favorite team, research has found that fans of intercollegiate football were more likely to consume their favorite team when they were playing a rival team than a non-rival team (Havard, et al., in press; Havard et al., 2016). Building from these findings, we expect that fans of professional sport will be more likely to consume their favorite team when playing their primary rival than secondary rival. H2: Fans will indicate higher likelihood to consume their favorite team via attendance, watching on television or the Internet, wearing favorite team merchandise, reading about the favorite team, or purchasing favorite team merchandise when playing their primary rival rather then their secondary rival. Finally, Havard et al. (in press) found that rival perceptions can impact fan intentions to consume their favorite team, and we expect to find similar results. H3: Fan perceptions of rival teams will influence their likelihood to consume their favorite team via attendance, watching on television or the Internet, wearing favorite team merchandise, reading about the favorite team, and purchasing favorite team merchandise. The current study also investigates fan likelihood to experience GORFing when a team they consider a rival loses to another team. In particular, the authors investigated how (1) a fan’s likelihood of experiencing GORFing is impacted by playing a primary or secondary rival and (2) the perceptions
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