Purpose

The purpose of this research is to extend current knowledge regarding rivalry communication among sport consumers to better understand how rivals behave with one another when they communicate.

Design/methodology/approach

This national survey of US sport consumers used a novel approach to explore whether and with whom rivals discuss National Football League (NFL) game outcomes. The survey captured both uniplex and multiplex data by asking respondents to name rival discussants with whom they had recently interacted, and the fan behaviors they exchanged with those named rival discussants.

Findings

Through use of this novel data collection approach, new findings were uncovered related to blasting, glory out of reflective failure, schadenfreude and the influence of team identification on the exchange of rivalry fan behaviors. The results of the uniplex and multiplex data analyses uniquely showcase the ways in which social identity theory combines with team identification to enact rivalry behavior.

Originality/value

This research is the first to precisely dichotomize the psychological antecedents from the communicated behavior between rival fans. Results reveal the precise ways in which team identification influences discordant communication between rival fans, which differs from past research in an interesting new way.

中文翻译：

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增加对竞争对手的侮辱：探讨竞争对手之间沟通的不和

目的

这项研究的目的是扩展有关运动消费者之间竞争交流的最新知识，以更好地了解竞争对手在交流时的行为方式。

设计/方法/方法

这项对美国体育消费者的全国调查采用了一种新颖的方法，来探讨竞争对手是否以及与谁讨论国家橄榄球联盟（NFL）的比赛结果。该调查通过要求受访者命名最近与之互动的竞争对手讨论者以及与这些竞争对手讨论者交换的粉丝行为，从而捕获了单重和多重数据。

发现

通过使用这种新颖的数据收集方法，发现了与爆破，因反射失败而引起的荣耀，幸灾乐祸以及团队识别对竞争性球迷行为的影响有关的新发现。单重和多重数据分析的结果独特地展示了社会认同理论与团队认同相结合来制定竞争行为的方式。

创意/价值

这项研究是第一个从竞争对手的粉丝之间的交流行为中准确地将心理先例二分的方法。结果揭示了团队识别影响对手球迷之间不和谐沟通的精确方式，这与以往的研究有所不同。