Navigation Links
Why superstition-rich baseball playoff fans aren't loyal to a brand
Date:7/22/2013

NEW YORK - Wear your lucky Yankees jersey. Hold your breath. Expect nothing less than a World Series win. Certain routines are routine for millions of baseball playoff fans desperate to meet victory. In fact, a new study in the Journal of Consumer Research says fans are so deep in their traditions, they will drop brand loyalty-if it means a win.

The study, written by Gita V. Johar of Columbia Business School and Eric J. Hamerman of Tulane University shows a sports fan will easily switch to a different product if the fan believes the new brand will bring about good luck or eliminate bad luck.

"If someone buys a Snickers bar and subsequently begins to see their team improve, they might attribute that performance to their purchase decision," Johar said.

During one of the experiments in the study, participants were given Snickers just prior to watching their college compete in a simulated quiz bowl game. Their team started off poorly, but as the score improved, researchers distributed Snickers during simulated refreshment breaks. When the experiment ended with the game still in progress the researchers offered subjects a Kit Kat or Snickers.

"You would expect most people to choose Kit Kat since they've already had so many Snickers. But about half the time, people chose Snickers."

The series of experiments show that consumers tend to build associations between their use of a product and the desired performance outcome. Assuming the product will impact the outcome, fans will sacrifice brand loyalty.

The study also shows people know there is no rational support for the superstition; nonetheless, this knowledge won't alter their intended action. In fact, people believe that their superstitious behaviorchoosing a less-preferred brand that is associated with a desired outcome for exampleworks! The experiments show that people predict that their desired outcome is more likely to occur after they use the product previously associated with that outcome.

"It can be stressful when you want your team to win, but can't do anything about it," says Johar. "Superstition is one way that people can feel that they gain control over an uncertain situation."

A case in point is a recent Bud Light commercial that shows the odd ways in which NFL fans root for their teams, with the tag line: "It's only weird if it doesn't work."

With major league baseball having recently expanded the number of teams that make the playoffs, more fans have hope that their team will be playing in the postseason, and they are incredibly impressionable right now. Johar suggests this insight provides an opportunity for brand marketers to make sure they are associated with the team's success. For example, firms could sponsor specific actions (such as home runs and victories). Imagine a TV announcer telling viewers after each home run, "Some of our fans must have been drinking Budweiser!"

For fans, it's important to remember that there are other ways to control the stress of uncertainty besides superstition. One study demonstrated that superstition was less likely to occur after participants completed a self-affirmation exercise. "When you remind yourself of your own personal self-worth," said Johar, "you are able to directly confront the possibility that your team might lose without resorting to superstition."


'/>"/>

Contact: Evan Nowell
egn2109@columbia.edu
212-851-9147
Columbia Business School
Source:Eurekalert

Related medicine news :

1. Baseball players enjoy successful long-term results after elbow surgery
2. Range of motion may be a predictor for elbow injuries in Major League Baseball pitchers
3. Baseball Umpire Becomes First to Lose Job Over Drugs
4. Why Are There So Many Youth Baseball-Throwing Injuries?
5. US Sports Camps Announces NIKE Baseball Camps to Host Two New Camp Locations in Florida
6. Fatigue Affects Baseball Players Strike-Zone Judgment: Study
7. Baseball Lunch at BMA Affordable Assisted Living Community to Feature Joliet Slammers Mascot
8. NIKE Baseball Camps is Pleased to Announce Five New California Summer Camp Locations Directed by Gregg Jefferies
9. Shoulder injuries in baseball pitchers could be prevented with 3-D motion detection system
10. Expert Pitches Safety Tips for Young Baseball Players
11. ParentMagic Inc Now Offering Complete Packages on 123magic.com for up to 30% Savings
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:12/2/2016)... ... December 02, 2016 , ... Center for Autism and Related ... those affected by autism spectrum disorder (ASD) and other developmental disabilities. The group, which ... give parents and other caregivers the opportunity to share stories and advice, seek help, ...
(Date:12/2/2016)... ... December 02, 2016 , ... ... of two ostomy patients, standing as living proof that attitude and determination can ... diseases and issues that spike around the holidays. This campaign will offer patients ...
(Date:12/2/2016)... ... December 02, 2016 , ... CloudLIMS.com, a class-leading provider of ... Lite. CloudLIMS Lite helps biobanks, clinical, research and testing laboratories keep track of ... new version is a faster and a more efficient product, allowing batch processing ...
(Date:12/2/2016)... ... December 02, 2016 , ... Rijuven Corp launches rejiva ( http://www.rejiva.com ... and night. No other wearable health technology on the market can deliver all that ... poeple more meaningful insights about their health than the usual heart rate and steps ...
(Date:12/2/2016)... ... December 02, 2016 , ... ... needy individuals and families from eight different sites throughout Miami-Dade and Broward counties. ... 1,000 volunteers worked very hard on Thanksgiving morning by putting together individual meals ...
Breaking Medicine News(10 mins):
(Date:12/2/2016)... YORK , December 2, 2016 ... Research titled "Global Market Study on Automated Endoscope Reprocessors: Single ... a CAGR of 8.6% Between 2016 and 2024 " the global automated ... and is expected to expand at a CAGR of 7.2% ... valuation of US$ 1,367.6 Mn by 2024. ...
(Date:12/2/2016)... , Dec. 2, 2016 In the ... sources apart from those derived from C. sativa, the ... Universita` di Napoli Federico II , the Universita` ... the first comprehensive, critical, integrated and unified inventory of ... article focuses on the remarkable chemical and structural ...
(Date:12/2/2016)... British Columbia , December 2, 2016 bioLytical ... den INSTI HIV-Selbsttest, bei den Mitgliedern des Apothekenbundes von Kenia eingeführt. ... ... INSTI HIV Self Test! (PRNewsFoto/bioLytical Laboratories) ...      (Photo: http://photos.prnewswire.com/prnh/20161201/444905 ) ...
Breaking Medicine Technology: