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Examining rivalry and outgroup derogation among underrepresented college students
As little is known about how fans other than European American males react to rivalry, the current study investigated rivalry among college students who identified as African American, Latinx or Asian American. To analyse how these three underrepresented groups reacted to rival teams and schools, the study authors identified both male and female students from Power Five or Group of Five institutions in attendance at various National Collegiate Athletic Association Division I competition events who self-identified as meeting this demographic. The results show that male African American and Asian American students reported significantly higher identification and more negativity toward their rival schools than did their female counterparts. Additionally, attending a Power Five school influenced identification and reactions to rival schools for all three underrepresented groups. The paper goes on to discuss the implications of the study and potential avenues for future research.
The full article is available to institutions that have subscribed to the journal.
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.
Rhema D. Fuller is an Associate Professor of Sport Commerce and Director of Graduate Studies in the Kemmons Wilson School at the University of Memphis. His primary line of research revolves around the intersection of sport, education and identity.
Carol A. Silkes is an Associate Professor of Hospitality Management and Undergraduate Program Coordinator in the Kemmons Wilson School at the University of Memphis. Her primary line of research focuses on destination branding through culinary tourism.
CitationHavard, Cody T., Fuller, Rhema D. and Silkes, Carol A. (2020, September 1). Examining rivalry and outgroup derogation among underrepresented college students. In the Journal of Cultural Marketing Strategy, Volume 5, Issue 1.