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Celebrating out-group failure: Investigating the presence of glory out of reflected failure against rival groups
Journal of Cultural Marketing Strategy,
3
(2),
172-183
(2019)
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
The full article is available to subscribers to the journal.
Author's Biography
Cody T. Havard is Associate Professor of Sport Commerce in the Kemmons Wilson School at The University of Memphis. His research interests involve fan and consumer behaviour, with a specific focus on how fans perceive rival teams.
Yuhei Inoue is Associate Professor of Sport Management in the School of Kinesiology at the University of Minnesota. His primary research agenda is to understand how sport organisations and events create social impacts.
Timothy D. Ryan is Professor of Sport Commerce in the Kemmons Wilson School at The University of Memphis. His research interests include employee and fan satisfaction in sport.
