دانلود رایگان مقاله لاتین روابط رقیب بازار بی طرف از سایت الزویر
عنوان فارسی مقاله:
از دگر غم شادی به mitfreude؟ برآورد از دست دادن تماشاگر و روابط رقیب در بازار های بی طرف دیگر
عنوان انگلیسی مقاله:
From schadenfreude to mitfreude? Estimating viewership loss and rivalrous relationships in otherwise neutral markets
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Background and literature
2.1. Fan demand and rivalry While somewhat limited, past work investigating demand in sport has identified evidence of positive rivalry effects on interest in sporting contests, with much of this research centered on attendance for international soccer (Buraimo & Simmons, 2008; Forrest & Simmons, 2002; Forrest et al., 2004). In the context of major U.S. leagues, Paul (2003) evaluated the determinants of attendance of the National Hockey League (NHL) for both the U.S. and Canadian teams – which had adopted an unbalanced schedule such that there were more games between regional rivals – finding that divisional rivalry games had positive effects on attendance. In Major League Baseball, several studies have addressed rivalry and demand (Beckman, Cai, Esrock, & Lemke, 2012; Lemke, Leonard, & Tlhokwane, 2010), with further evidence of attendance increases as a result of interleague rivalries (American League versus National League), often based on geographic distance (Beckman et al., 2012). Additionally, both Sanford and Scott (2016) and Szymanski and Winfree (2014) estimated significant and positive effects of rivalry on college football demand. However, identification of what represents rivalry in the context of consumption behavior is less developed in the literature. With respect to rivalry perceptions, Havard, Wann, and Ryan (2013) and Havard and Eddy (2013) qualitatively addressed rivalry in the context of conference alignment, finding a need for replacement when rival teams leave the conference. The interest in finding a new rival indicates that fan consumption behaviors may be increased through ensuring that these rivalrous relationships exist. Havard (2014) begins to address some of the relationships between fans and rivals of their favorite teams, and how these rivalries are perceived. For example, it was found that sports fans derive enjoyment from their rival’s failure, defining the phenomenon as Glory Out of Reflected Failure (GORF), an extension of schadenfreude: gratification evoked by the misfortune of others (Dalakas & Melancon, 2012; Heider, 1958). In this case, fans have preferences for a losing rival team, even when that team is not playing their local market team. Leach, Spears, Branscombe, and Doosje (2003) suggested that in-group schadenfreude is evoked when a targeted/superior out-group suffers the misfortune under certain conditional factors. Additionally, in-group schadenfreude was elevated when an out-group outperformed in sporting competition (Leach & Spears, 2009). These findings were further supported by Cikara, Botninick, and Fiske (2011), finding neurological evidence suggesting the schadenfreude-behavior of sport fans when watching a rival baseball team falter. Moreover, schadenfreude was more likely to be invoked when an envied or competitive, higher-status out-group suffered from a misfortune (Cikara & Fiske, 2012). Despite the fact that the perception of rivalry and intentions among fans has been closely addressed in the sport management literature (Havard, 2014), we note that our focus in this work operationalizes rivalry in the demand context as it relates to fan consumption behaviors. Therefore, further inquiry is necessary to ensure consistency in framing across the literature, and how these perceptions and intentions align with consumption behavior for those fans that do not have allegiance to either team in the contest.
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