What is Rivalry and Where We Go From Here

Havard, Cody T.

doi:10.1007/978-3-030-47455-3_2

Cited by 7 publications

(6 citation statements)

References 90 publications

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“…This behavior is coherent with research on brand identity, moral identity and in-group behavior (Tajfel et al , 1971; Escalas and Bettman, 2017), which suggests that people’s social identities are the basis of their conduct and actions. Therefore, while research suggests that sports play a more central role than other consumer brands in people’s identity (Havard, 2020), an unfair event between two entities could trigger consumers’ moral identity, activating resentment due to such injustice and leading consumers to construe the brand rivalry as their own.…”

Section: Discussionmentioning

confidence: 99%

“…Rivalries are often suggested to be synonymous with competition, and are defined as a “subjective competitive relationship that an actor has with another actor, that entails increased psychological involvement and perceived stakes of competition for the focal actor, independent of the objective characteristics of the situation” (Kilduff et al , 2010 p. 945). Recent research indicates that rivalries move beyond just competition and involve a relational component that changes the nature of the relationship by increasing the emotional significance that actors place in the outcomes of the competition (Converse and Reinhard, 2016; Havard, 2020).…”

Section: Introductionmentioning

confidence: 99%

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The anatomy of a rivalry: the role of resentment in the development of brand attitudes

Alvarado-Karste

Kidwell

2021

JPBM

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Purpose This study aims to demonstrate that feelings of resentment, fueled by perceptions of injustice, underlie the formation of rivalries. Further, this study analyzes how consumers evaluate the two brands that participate in a rivalry relationship. Design/methodology/approach The research uses four experiments. Study 1 uses two conditions to test whether injustice predicts inter-personal rivalries through resentment. Study 2 uses a one-factor design with three levels (resentment vs contempt vs control) to examine the underlying mechanism of resentment on the formation of a rivalry. Study 3 analyzes the effect of brand rivalries on consumers’ brand attitudes. Study 4 uses a 2 (Temporal-focus: past vs future) × 2 (competitive relationship: resentment vs control) between-subjects experimental design, to test the moderating effects of temporal-focus on consumer brand rivalry perceptions. This experiment replicates the effects of brand rivalries on consumer brand attitudes. Findings Rivalries have an essential emotional component – resentment – that is fueled by injustice and leads consumers to form more favorable attitudes toward the brand that consumers perceive is treated unfairly (target brand) and more unfavorable attitudes toward the brand that is perceived to treat the other brand unfairly (the rival brand). A future-focused mindset attenuates consumer perceptions of brand rivalries, whereas a past-focused mindset enhances these effects. Originality/value Prior research has failed to identify the emotional components of rivalries and their effects on consumer choices. To the best of the authors’ knowledge, this is the first study that reveals how attitudes change when consumers are exposed to a brand rivalry.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The anatomy of a rivalry: the role of resentment in the development of brand attitudes

Alvarado-Karste

Kidwell

2021

JPBM

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“…In a competitive game however, one of the most informative metrics is the rivalry [15] between the human and the agents. Rivalry is defined as a competitive relation between individuals or groups, characterized by the subjective importance placed upon competitive outcomes (i.e., win or lose) independent of the objective characteristics of the situation (e.g., tangible stakes) [16,17].…”

Section: Rivalry In Cooperative and Competitive Gamesmentioning

confidence: 99%

“…In this study, we address the problem of including social aspects in the learning strategies of artificial agents in a competitive scenario. We propose an objective humancentered metric based on rivalry [15], to compose the reward function of the agents. Rivalry is a subjective social relationship arising between two actors, based on the competitive characteristics of an individual, as well as the increasing stakes and psychological involvement in the situation [16].…”

Section: Introductionmentioning

confidence: 99%

Incorporating rivalry in reinforcement learning for a competitive game

Barros

Tanevska

Yalçın

et al. 2022

Neural Comput & Applic

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Recent advances in reinforcement learning with social agents have allowed such models to achieve human-level performance on certain interaction tasks. However, most interactive scenarios do not have performance alone as an end-goal; instead, the social impact of these agents when interacting with humans is as important and largely unexplored. In this regard, this work proposes a novel reinforcement learning mechanism based on the social impact of rivalry behavior. Our proposed model aggregates objective and social perception mechanisms to derive a rivalry score that is used to modulate the learning of artificial agents. To investigate our proposed model, we design an interactive game scenario, using the Chef’s Hat Card Game, and examine how the rivalry modulation changes the agent’s playing style, and how this impacts the experience of human players on the game. Our results show that humans can detect specific social characteristics when playing against rival agents when compared to common agents, which affects directly the performance of the human players in subsequent games. We conclude our work by discussing how the different social and objective features that compose the artificial rivalry score contribute to our results.

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“…Team rivalry is an area that is related to team identification. Investigating fans' relationships with rival teams provides insight into their relationships with their favorite teams (Havard, 2020). For example, someone can display their team identification by following, comparing, and derogating a rival team (Havard, 2014).…”

Section: Introductionmentioning

confidence: 99%

The Strategies Sport Fans Used to Cope with the COVID-19 Pandemic Lockdown of Sporting Events

Grieve,

Wann,

Havard

et al. 2023

JESS

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When the COVID-19 pandemic shut down occurred, virtually all sports leagues—from recreational sports to professional leagues—were paused or canceled. This left a gap for fans of those sports to fill. The purpose of the present research study was threefold: 1) to examine what strategies sport fans used to cope with the loss of the live sport viewership/spectatorship; 2) determine how effective fans believed those coping mechanisms to be; and 3) examine fans’ behavioral intentions once sports were allowed to resume. Participants were recruited via a snowball sample and the Amazon MTurk platform. A total of 384 sport fans responded to the survey. While not all participants responded to all items, 168 indicated coping mechanisms for dealing with not watching sports and 219 reported coping mechanisms for not attending sports. The most common coping mechanism was watching old sporting events on television or via the internet. These mechanisms were reported to be very effective in helping participants cope with the loss of sports (M = 5.76, SD = 1.68 on a 1 to 8 scale). These findings provide support for the Team Identification – Social Psychological Health Model and suggest areas for interventions for sport marketers who are looking to maintain fans’ loyalty during future shutdowns of sport seasons, or other instances of missed sporting events.

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What is Rivalry and Where We Go From Here

Cited by 7 publications

References 90 publications

The anatomy of a rivalry: the role of resentment in the development of brand attitudes

The anatomy of a rivalry: the role of resentment in the development of brand attitudes

Incorporating rivalry in reinforcement learning for a competitive game

The Strategies Sport Fans Used to Cope with the COVID-19 Pandemic Lockdown of Sporting Events

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