Abstract
This article reports on two studies investigating seasonal changes in sport spectator identification, involvement, and evaluations. Two sports (basketball and football) and two team histories (successful and unsuccessful) were reviewed. Four variables were examined for their possible influence: season-long (trial) changes, varying degrees of identification, outcome of the previous contest, and location of the previous contest. The results indicated that there were significant changes in spectator identification, involvement, and evaluations throughout the season. Outcome of the previous game had an especially powerful impact on evaluations of the team’s performance and impacted the identification of supporters of the historically successful team but not supporters of the unsuccessful team. Fans with differential levels of identification did not differ in their changes in identification.
Published Version
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