Celebrating out-group failure: Investigating the presence of glory out of reflected failure against rival groups

Cody T. Havard, Yuhei Inoue and Timothy D. Ryan
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Cody T. Havard: Associate Professor of Sport Commerce and Coordinator of Research, Kemmons Wilson School at the University of Memphis, USA
Timothy D. Ryan: Professor of Sport Commerce in the Kemmons Wilson School, University of Memphis, USA

Journal of Cultural Marketing Strategy, 2019, vol. 3, issue 2, 172-183

Abstract: This study investigates the existence of glory out of reflected failure (GORFing), a psychological phenomenon where people experience joy and favourably compare their in-group versus a rival group following an indirect failure by the out-group. It is hypothesised that in order for GORFing to exist, participants must experience a sense of satisfaction following an indirect failure by the rival group, regardless of their favourite team’s success in the most recent rivalry contest or previous season. The results support the hypotheses, therefore confirming the existence of GORFing. The discussion focuses on implications for research, practice in sport and non-sport organisations, and areas for future investigation.

Keywords: rivalry; glory out of reflected failure (GORFing); out-group behaviour; group member marketing (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2019:v:3:i:2:p:172-183

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