Sports Fan Development

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Development of A Sports Fan
We define a fan as an enthusiastic devotee of some particular sports consumptive object. Thus, a fan is a consumer of organized sports. We use the term devotee to mean that the fan has some level of attachment with an object related to sports. Fans manifest their attachment through specific behavior toward the object. Further, that a fan is an enthusiastic consumer means that he or she is motivated to engage in behavior related to sports. The sports consumptive object can be a sport in general, or a specific league, or team. Or the object can refer to a personality such as a player, coach/manager, broadcast announcer or other individual who has strong associations with a team or sport.

The Halo Effect
This halo …show more content…

The motivation may have grown from the geographic or time bound allegiance, but the motivation with the consumptive object now lies deep. The devoted fan continues to follow and love the team even if the primary schema that caused him to appreciate the club is removed. The concept of ownership and attachment to the object begins at this stage. The more an object constitutes part of a consumer identity, the more the consumer exhibits protective behavior toward the object, the greater the effort the consumer spends on maintaining the object, and the greater the consumer's emotional difficulty in accepting deterioration or loss of the object. The devoted fan may possess an attitude of ``my team right or wrong''. An alternative explanation of why fans stay devoted in the face of losing seasons as mentioned above, is that they are attached to a ``My team right or wrong'' different level of schema. In other words, because they identify with and are attached to a player, sport, or league, they may still identify with and support the losing team because of the halo effect (cf. Fisher and Wakefield, …show more content…

We realize the term ``fanatical fan'' may appear redundant since ``fan'' is a derivative of ``fanatical''. However, we use the term to emphasize the degree to which this fan is engaging in fan-like behavior. The fanatical fan is similar to the devoted fan in that the fanatical fan is not bounded by time (as the temporary fan) or distance (as the local fan) and defines self through attachment with the sports consumptive object. Such identification is very close to the center of the self for a fanatical fan, yet remains firmly outside the core center. This representation is used to infer that the fanatical fan uses being a fan as a very important part of self-identification, yet there remains at least one aspect of their lives (family, work, religion, etc.) that the individual uses for identification that is stronger than being a fan. This primary difference between the devoted fan and the fanatical fan is manifested through the actual behavior toward the schema target or sports object. The fanatical fan engages in behavior that is beyond the normal devoted fan, yet the behavior is accepted by significant others (family, friends, and other fans) because it is considered supportive of the target ± sport, team, or player. The devoted fan may go to games. The fanatical fan will go to the game and paint their body the colors of the team, go in costume, or in some way exhibit behavior different from the devoted

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