ABSTRACT

Research question

Using theory around social identity complexity, we introduce and examine the unique effects of exposure to sport scandal on ambi-fans – those individuals who simultaneously follow and support two or more teams in one sport including teams that are potential rivals – relative to fans of the scandalized team alone (ingroup), or fans of its direct rival alone (outgroup).

Research methods

Three online experimental studies (n = 141, 136, 312, respectively) examine differential ingroup/outgroup fan and ambi-fan response to sport scandals across match-fixing and sex scandal (illegal and legal) scenarios.

Results and findings

Results highlight the complexity of fan response to sport scandals. While ambi-fans supported the scandalized team similarly to ingroup fans, they were less likely to denigrate ingroup perpetrators. Outgroup fans viewed both the team and perpetrator negatively. In terms of sponsor perceptions, results suggest differential fan response may be restricted to when the scandal impacts game-play.

Implications

Our research significantly contributes to sport scandal literature and suggests sport teams and team sponsors should be cognizant of the importance of ambi-fans, as these individuals can be more tolerant of scandals than other fans.

中文翻译：

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体育丑闻和球迷反应：双球迷的重要性

摘要

研究问题

利用有关社会身份复杂性的理论，我们介绍并研究了暴露于体育丑闻对双球迷的独特影响，即那些同时关注和支持一项运动中的两支或更多球队（包括潜在竞争对手的球队）的个人，相对于另一支球队的球迷单独受到丑闻的球队（内群体），或单独其直接竞争对手的粉丝（外群体）。

研究方法

三项在线实验研究（分别 为 141、136、312）考察了内群体/外群体粉丝和非群体粉丝对比赛造假和性丑闻（非法和合法）场景中体育丑闻的不同反应。

结果和发现

结果凸显了球迷对体育丑闻反应的复杂性。虽然双亲粉丝与内部粉丝一样支持受到丑闻的球队，但他们不太可能诽谤内部肇事者。外群体球迷对球队和肇事者都持负面看法。就赞助商的看法而言，结果表明球迷的不同反应可能仅限于丑闻影响比赛时。

影响

我们的研究对体育丑闻文献做出了重大贡献，并建议运动队和球队赞助商应该认识到非球迷的重要性，因为这些人比其他球迷更​​能容忍丑闻。