The function of sport fan identity in seeking optimal psychological distinctiveness

[摘要] This research focuses on the function of sport fan identity in seeking optimalpsychological distinctiveness. The purpose of the study was to investigate themechanisms through which sport fans balance the psychological needs fordistinctiveness and assimilation through the expression of their team identity,thereby contributing to a stronger explanation of how these psychologicalneeds function within the attachment process towards stronger fan loyalty.Although a growing body of knowledge has addressed the internalisation of asport object into the self-concept, existing theoretical frameworks providelimited explanation of the mechanisms through which these needs are met.Literature on team identity and psychological distinctiveness was reviewed inorder to derive a set of research questions to investigate the use of thestructural reality mechanism and perceptual framing mechanism at anindividual and group level for sport fans at different levels of psychologicalconnection to their chosen team. A two-phase mixed method research designallowed a purposeful stage-based investigation of psychologicaldistinctiveness.The findings provide evidence of the use of both the structural realitymechanism and the perceptual framing mechanism as fans use their teamidentity to balance their needs for belonging and distinctiveness. The resultsof the study found that the mechanisms were involved at both higher stages ofiiipsychological connection to their chosen team, as well as at both individuallevel and group level.The study contributes the optimal distinctiveness mechanisms of structuralreality and perceptual framing to the revised Psychological Continuum Modeltheoretical framework, thus examining sport fan identity motives beyond selfesteem.The study also contributes to the limited research undertaken withinthe sport of rugby and in South Africa, while providing additional mixedmethod and qualitative analysis guidance for researching sport fandom.The findings of this research are relevant to sport marketers, sponsorshipmanagers, and sport broadcasters who wish to facilitate stronger and morepositive relationships between fans, as well as with the sport object.Marketers are able to use the mechanisms and strategies examined in thisstudy to create additional opportunities for attached and allegiant fans toexpress their distinctiveness within the attachment process towards strongerfan loyalty.

[发布机构] University of Pretoria