Abstract
This study explores the effect of child images in advertisements on financial support provided by team fans -including the intention to buy licensed club products- and reported aggression toward rival team fans. An online experiment was conducted on Turkey's three largest rival club fans (Fenerbahçe, Galatasaray, and Beşiktaş). Used visual materials were derived from Football (Study 1) and Basketball (Study 2). Fans (N = 496) exposed to the appeals with child images showed a higher intention to support their team financially and buy licensed club products; however, the stated aggression toward rival club fans did not differ. A follow-up experimental study (N = 132) was conducted on Fenerbahçe fans to retest this insignificant effect, in which fans’ state aggression is increased through a motivation video. It is concluded that this approach was only effective on aggression for the fans whose team identification was significantly higher. Findings are discussed within the kin selection theory and kindchenschema cuteness concept.
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