FROM WHINING TO WINNING: AN EMPIRICAL ANALYSIS OF THE EFFECTS OF A CHAMPIONSHIP ON CONSUMER BEHAVIOR

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  • March 20, 2019
Creator
  • Coleman, Cori
    • Affiliation: College of Arts and Sciences, Department of Exercise and Sport Science
Abstract
  • In 2016, the Chicago Cubs won the World Series, and for the first time in Cubs’ fans’ lives, they were champions. This study sought to understand the effects of a 1st time championship without the bias of expectations from previous success on various demographic groups. The resulting exploratory research paper utilized the Cubs’ win as a natural experiment. A total of 202 fans responded to an online survey placed on Cubs fan sites on social media. Among other results, data analysis indicated that team identification was significant in affecting a fan’s propensity to BIRG and predicted nearly five percent of the variance in the propensity to BIRG. Overall, the included factors were successfully able to predict 8% of the variance in propensity to BIRG. This study shined a light on what factors may predict BIRGing behaviors on a group of fans that have finally celebrated a long-awaited championship.
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Advisor
  • Jensen, Jonathan
  • Weight, Erianne
  • Popp, Nels
Degree
  • Master of Arts
Degree granting institution
  • University of North Carolina at Chapel Hill Graduate School
Graduation year
  • 2018
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