Chapter 1: Rivalry In and Out of Sport -- Chapter 2: The Games We Play -- Chapter 3: They Said What? -- Chapter 4: Are …This interdisciplinary book extends knowledge by comparing rivalry and rival group behavior in sport with areas outside … of sport, such as consumer brands, political discourse, and product/service preferences. It examines how out …

1. Introduction -- 2. The Extreme Sports Phenomenon: Dust to Glory -- 3. Psychological Perspectives On Extreme Sport … Participants -- 4. Live (and Spend?) to Tell. An Investigation of Drivers of Consumer Upgrading in Extreme Sports -- 5. Thrill Me …! Advertising Effectiveness in Extreme vs Traditional Sports -- 6. The Heat is (Always) On? Extreme Personalities and Extreme …