Using Optimal Distinctiveness Theory to Understand Identification with a Nonlocal Professional Hockey Team

Abstract

In an attempt to understand the lived experiences of those individuals who grew up within the fan region of one professional hockey team yet chose instead to identify with a nonlocal alternative, the authors interviewed 20 Ontario (Canada) based fans of distant National Hockey League teams. Utilizing Brewer’s (1991, 2003) theory of optimal distinctiveness to examine the stories of participants, it was found that these fans maintained their team allegiances over time because doing so allowed them to achieve feelings of both uniqueness and belongingness. Sport managers can help facilitate feelings of belongingness by utilizing various communication and marketing strategies to better recognize and include their distant fans. Such strategies should ultimately result in the strengthening of the fan-team bond.

‘I was there from the start’: The identity-maintenance strategies used by fans to combat the threat of losing

“…This supports the work of Andrijiw and Hyatt (2009) who found that non-local hockey fans placed importance on distancing themselves from accusations of fair-weather fandom. Steven explained [ 4 1 _ T D $ D I F F ] that he felt sustaining identification during unsuccessful times would allow him to feel like he earned the right to extract a sense of vicarious achievement from the team's future successes.…”

“…These processes provided a basis for distinctiveness from other consumers and preferential [ 3 8 _ T D $ D I F F ] positioning within the in-group (e.g., Branscombe, Wann, Noel, & Coleman, 1993;Holt, 1995;. These sentiments extend previous work showing how identification with a team from the very beginning provides individuals with an identity unique from fans of other teams (Andrijiw & Hyatt, 2009). Our findings extend such work and illustrate how fans can differentiate themselves from others in the in-group who have not supported the team from the start.…”

“…Specifically, participants explained how the team's new status lowered performance expectations and, thus, reduced identity threat in the face of ongoing losses. In contrast to both previous studies (Andrijiw & Hyatt, 2009;Harada & Matsuoka, 1999), consuming the GCS from its inception also provided participants with a source of self-classification and distinctiveness in relation to other in-group members that came to support the club later (Holt, 1995). This provided an example of participants using individual mobility to maintain a positive self-concept in the face of team failure (Tajfel & Turner, 1979.…”

“…Sport researchers have utilised social identity theory in a number of settings to explain [ 1 9 _ T D $ D I F F ] the attitudes and [ 2 0 _ T D $ D I F F ] behaviours of fans (e.g., Branscombe & Wann, [ 2 1 _ T D $ D I F F ] 1991; Madrigal, 1995; [ 2 2 _ T D $ D I F F ] 2005; Wakefield, 1995; and to examine how and why individuals maintain connections with sport teams (e.g., Andrijiw & Hyatt, 2009;. In this body of research, social identification is commonly referred to as team identification, although sport consumers may develop connections with a range of sport entities, including players, coaches, communities, universities, leagues, and sports (e.g., Fisher & Wakefield, 1998;Gladden & Funk, 2001;Heere & James, 2007;Katz & Heere, 2013;Kunkel, Funk, & Hill, 2013;Lock & Funk, 2016;Robinson & Trail, 2005;Trail, Fink, & Anderson, 2003).…”

“…it's hard to say if you would be a member and if you would support them, but I would say it would be more unlikely than likely.'' Andrijiw and Hyatt (2009) creative dimension of evaluation to differentiate fans of a relatively new ice hockey team from individuals who supported longer established teams. Our analysis revealed how the neophyte status of the GCS played a role in the manner in which participants evaluated the failures of the new team.…”