Norris, J. Ian; Wann, Daniel L.; Zapalac, Ryan K. - In: Journal of Consumer Marketing 32 (2015) 3, pp. 157-166
Purpose – The purpose of these studies is to determine how maximizing sport fans seek optimal outcomes through team identification. Maximizers seek optimal outcomes but do not always obtain them. This may be particularly true of sport fans, who often identify with teams for reasons that run...