We live in a time when symbolism is of enormous priority. Memories are a particularly important part of the construction of individual identity and the subsequent relationships established, personal and with the loved brands. Previous research in psychology and neurosciences on negativity effect claims that negative events have more impact than positive ones. In an emotional context like the sports industry, being a fan has implications at all levels: psychological, mental and behavioural. Deepening the theme of memory from a psychological perspective, the present study theorises about the hypothesis of positivity effect in memory in the behaviour of sport fans in consumer neuroscience studies. Theoretical contribution and managerial suggestions are presented, in addition, as direction for further research.

我们生活在一个象征主义非常重要的时代。记忆是构建个人身份以及随后建立的个人关系以及与所爱品牌的关系的特别重要部分。先前关于消极效应的心理学和神经科学研究表明，消极事件比积极事件具有更大的影响。在像体育产业这样的情感环境中，成为粉丝对各个层面都有影响：心理、心理和行为。本研究从心理学的角度深化记忆的主题，对消费者神经科学研究中体育迷行为的记忆中的积极效应假设进行了理论解释。此外，还提出了理论贡献和管理建议，作为进一步研究的方向。