Factors leading to group identification: A field study of winners and losers

Author(s): Wakefield, K.

Journal/Book: Psychol Market. 1998; 15: 605 Third Ave, New York, NY 10158-0012. John Wiley & Sons Inc. 23-40.

Abstract: Why do fans of losing sports teams, alumni of poorly ranked educational programs, and patrons of charities that are rocked by scandal maintain or even increase their support? The present research investigates this issue by examining how differences in group success affect the factors that lead to identification and ultimately the incidence of group-supportive behaviors. The results of a two-group held study of professional sports fans suggest that members of unsuccessful groups identify on the basis of their involvement with the domain in which the group operates and the attractiveness of group members. Also, whereas perceived group performance is the most important factor leading to identification for members of successful groups, this factor is irrelevant to members of unsuccessful groups. In addition, the study finds a strong association between the strength of identification and the incidence of group-supportive consumption behaviors for members of both types bf groups. The research has important implications for organizations that depend upon member support, such as sports teams, educational institutions, musical groups, and charities.

Note: Article Fisher RJ, Univ So Calif, Sch Business Adm, Los Angeles,CA 90089 USA

Keyword(s): INVOLVEMENT

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