An investigation of highly identified fans who bet against their favorite teams |
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| Institution: | 1. University of San Francisco, Sport Management Program, 2130 Fulton Street, KA241, San Francisco, CA 94530, USA;2. Western Carolina University, College of Business, Cullowhee, NC 28723, USA;1. Department of Law, University of Palermo, Italy;2. Department of Economics e Management, University of Pisa, Italy;1. Danish Institute for Sports Studies, Kanonbådsvej 4a, DK-1437 København K, Denmark;2. Trondheim Business School, Norwegian University of Science and Technology, 7491 Trondheim, Norway;1. Syracuse University, Department of Sport Management, David B. Falk College of Sport and Human Dynamics, 315 MacNaughton Hall, Syracuse, NY 13244, United States;2. Department of Physical Education, Seoul National University, Room 309, 71-dong, Gwanak-ro 1, Seoul 151-748, Republic of Korea;3. University of Florida, 200 Florida Gym, Stadium Road, P.O. Box 118200, Gainsville, FL 32611-8200, United States;1. Department of Economics, EconomiX – CNRS, Paris Nanterre University, 200, avenue de la République, 92001, Nanterre, France;2. Galatasaray University Economic Research Center (GIAM), 34349, Besiktas, Istanbul, Turkey |
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| Abstract: | Using a mixed-method exploratory approach we describe and explain the seemingly non-normative behaviors of highly identified fans who Bet Against their Favorite Teams (BAFT). Axial coding of qualitative data from 190 survey respondents and two focus groups indicates the emergence of common themes allowing a typology to unfold that explains the motives for and against BAFTing. Results reveal that Gamblers BAFT for reasons un-related to fandom. Hedgers, on the other hand, BAFT precisely because they are fans; they offset a perceived impending emotional loss with a financial gain, a behavior we identify as Hedging Against Future Failure (HAFFing). This research expands the theoretical knowledge of indirect tactics of image management and introduces HAFFing as a transactional, proactive, and private coping mechanism utilized by highly identified fans to regulate their psychological health. Beyond the implications for researchers of self-image management, these results are applicable to global sport managers adapting to the rising prominence and societal acceptance of sport gambling. |
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| Keywords: | Social identity theory Self-image management Self-concept Emotional hedging Gambling Consumer behavior |
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