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:2/11/2016)... Plantation, Fla. (PRWEB) , ... February 11, 2016 ... ... CareTRAK™, an unparalleled clinical decision support technology, with highly adaptable algorithms, has ... cases. When a patient has signs and symptoms consistent with Zikas and a ...
(Date:2/11/2016)... SURPRISE, ARIZ. (PRWEB) , ... February 11, 2016 , ... ... kids,” a group of men, 60 and older, who gather once a year to ... , Besides a love for the game, the more than 50 players who competed ...
(Date:2/11/2016)... ... February 11, 2016 , ... ... Village Family Practice , will be presenting at the 2016 HIMSS Annual Conference ... Nev. , During his session, “ Coding for Care: Using Data Analytics ...
(Date:2/11/2016)... ... February 11, 2016 , ... Pixel Film Studios brings the spirit ... backdrops in the Christmas edition of the ProDrop series. Pick and choose from 30 ... invoke the spirit of Christmas using ProDrop's wintry generators. ProDrop Christmas is a Final ...
(Date:2/11/2016)... ... February 11, 2016 , ... Husted Kicking has completed ... CA, on February 6th & 7th, 2016 according to kicking coach Michael Husted. , ... invited to the NFL’s combine in Indianapolis,” says Husted. “The NFL uses a third ...
Breaking Medicine News(10 mins):
(Date:2/11/2016)... -- Kindred Biosciences, Inc. (NASDAQ: KIN ), a biopharmaceutical ... pets, today announced the submission to FDA of the ... (NADA) for Zimeta™ (dipyrone injection, KIND-012).  Positive topline results ... the control of pyrexia (fever) in horses were recently ... --> The Chemistry, Manufacturing, and Controls technical ...
(Date:2/11/2016)... 11, 2016  Governor Andrew M. Cuomo today announced ... jobs throughout Western New York . ... SUNY Polytechnic Institute, includes a major expansion of Athenex,s ... Buffalo , as well as the creation ... Dunkirk . The combined projects are ...
(Date:2/11/2016)... , Feb. 11, 2016 Potrero Medical, Inc., the ... to announce the appointment of George M. Rapier, III ... San Antonio, TX , WellMed is one of the ... patients and HMO members in Texas ... 1990 out of his own internal medicine practice, he has ...
Breaking Medicine Technology: