How Do You Categorize Yourself as a Sports Fan?: A New Scale of Sports Fan Social–Personal Identity Salience (FSPIS) and Its Consequences

Abstract

Based on social identity, self-categorization, and optimal distinctiveness theories, this article argues that fans of team sports clubs (TSCs) may position themselves as members of their TSCs or as unique, individual sports fans. To date, no published, validated instrument has been designed to measure differences in sports fans’ personal and social identity orientation. We conducted three studies to test the validity and reliability of the Fan Social–Personal Identity Salience (FSPIS) scale. In the first two, exploratory factor analysis and confirmatory factor analysis were performed. The third study used a structural equation model to test the consequences of the new scale in an extension of the test of its nomological network validity. The data for the current research was collected using three distinct and separate empirical surveys of professional basketball fans in Israel. Our findings show that there is a moderate correlation between social and personal identities, indicating that a low level of social identity is not the same as personal identity. The FSPIS scale predicted fan optimism and satisfaction, which, in turn, partially mediated the effect on involvement. The uniqueness of the proposed scale is that it is a continuous scale that is able to capture mixed identity salience and variations in its magnitude.