Consumer Reactions to Rival Failure: Examining Glory Out of Reflected Failure
Abstract
This chapter focuses on the Glory Out of Reflected Failure (GORFing) phenomenon and its relationships regarding team identification, rival perceptions, and favorite team behavior intentions. A sample of 555 sport fans provides responses regarding their team identification, the perceptions of rival teams, their likelihood to experience GORFing, and behavioral intentions toward the favorite team when their rival loses to a third, neutral team. Structural model results showed that rival perceptions are associated with the likelihood of experiencing GORFing, which in turn was associated with behavioral intentions following a rival team’s loss to a comparable team, and mediated the relationship between rival perceptions and behavioral intentions. Contributions and implications for researchers and practitioners are discussed, and avenues for future study are introduced.
Publication Title
Rivalry in Sport: Understanding Fan Behavior and Organizations
Recommended Citation
Havard, C., Ryan, T., & Padhye, Y. (2020). Consumer Reactions to Rival Failure: Examining Glory Out of Reflected Failure. Rivalry in Sport: Understanding Fan Behavior and Organizations, 57-90. https://doi.org/10.1007/978-3-030-47455-3_4
