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Consumer Reactions to Rival Failure: Examining Glory Out of Reflected Failure

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Rivalry in Sport

Abstract

This chapter focuses on the Glory Out of Reflected Failure (GORFing) phenomenon and its relationships regarding team identification, rival perceptions, and favorite team behavior intentions. A sample of 555 sport fans provides responses regarding their team identification, the perceptions of rival teams, their likelihood to experience GORFing, and behavioral intentions toward the favorite team when their rival loses to a third, neutral team. Structural model results showed that rival perceptions are associated with the likelihood of experiencing GORFing, which in turn was associated with behavioral intentions following a rival team’s loss to a comparable team, and mediated the relationship between rival perceptions and behavioral intentions. Contributions and implications for researchers and practitioners are discussed, and avenues for future study are introduced.

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Notes

  1. 1.

    For more information regarding GORFing and schadenfreude, please see Havard, Inoue, and Ryan (2018).

  2. 2.

    Wording for Rival Comparable Team: “Please identify a team you believe to be comparable to your BIGGEST RIVAL other than the identified FAVORITE TEAM”. A parenthetical example was included in the question wording.

  3. 3.

    Modified from Havard and Hutchinson (2017).

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Acknowledgements

The authors would like to thank Yuhei Inoue Ph.D. from Manchester City University for his help in discussing theory and assisting with statistical analysis for this chapter.

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  1. Bureau of Sport and Leisure Commerce, Kemmons Wilson School, The University of Memphis, Memphis, TN, USA

    Cody T. Havard, Timothy D. Ryan & Yash Padhye

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Havard, C.T., Ryan, T.D., Padhye, Y. (2020). Consumer Reactions to Rival Failure: Examining Glory Out of Reflected Failure. In: Rivalry in Sport. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-47455-3_4

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