A fan’s search for meaning: Testing the dimensionality of sport fan superstition

Brendan Dwyer, Mark A. Slavich and Jennifer L. Gellock

Sport Management Review, 2018, vol. 21, issue 5, 533-548

Abstract: Uncertainty is a fundamental component of spectator sport fandom. While it may draw some fans to an event, it can be frustrating for others, as fans have little control over how preferred teams perform. As a means to cope with this unpleasant state, some sport fans perform superstitions or create rituals. Little is known, however, how such beliefs and behaviors impact the sport fan experience. In the current study, the authors explored sport fan superstition within the context of mediated team sport spectatorship through a multi-study quantitative approach. The results of Study 1 validated a multidimensional model of sport fan superstition, and superstitious behavior positively impacted in-game mood states for fans of winning and losing teams. In Study 2, the authors tested the dimensionality of sport fan superstition through segmentation and uncovered consumption differences and attribution differences for fans of winning and losing teams. Superstitious behavior was once again an influential factor, as those who behaved more superstitiously were more likely to attribute outcomes to external sources such as referees and fate.

Keywords: Consumer behavior; Superstition; Marketing; Attribution (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (1)

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DOI: 10.1016/j.smr.2017.12.001

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