Neural correlates of fanhood: The role of fan identity and team brand strength

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dc.contributor.authorBiscaia, Rui
dc.contributor.authorBaumeister, Roy F.
dc.contributor.authorChan, Hang-Yee
dc.contributor.authorDuarte, Isabel C.
dc.contributor.authorCastelo-Branco, Miguel
dc.contributor.authorCayolla, Ricardo
dc.date.accessioned2024-01-09T11:43:58Z
dc.date.available2024-01-09T11:43:58Z
dc.date.issued2024-01-08
dc.description.abstractIntroduction: We analyzed the importance of fan identity and brand strength on fans’ neural reactions to different team-related stimuli. Methods: A total of 53 fMRI scans with fans of two professional sport teams were conducted. Following up on a previous study we focused on the differences between fandom levels as well as the contrast between two team “brand” strength. Neural responses were compared among individuals based on their levels of fan identity. In sum, group comparisons between relatively high and lower identity and between weak and strong teams were made based on the notion that the latter reflects team brand strength (strong brand and weak brand). Results: Findings indicate that brain activity in emotion regulation, memory, and cognitive control circuits is influenced by the relative level of fan identity. Discussion: Higher-level identified fans showed increased reactivity to positive stimuli and the under-recruitment of their cognitive appraisal circuits, suggesting more vulnerability to marketers’ messages. The strength of the team brand activates different neural mechanisms. Interestingly, the posterior cingulate showed larger recruitment both for weaker brands and lower fan identification, suggesting that visual memory processes are more active in these cases. Neurally processed content depends on the relative brand’s strength, highlighting the importance of brand-focused communications.
dc.identifier.citationCayolla, R., Biscaia, R., Baumeister, R. F. , Chan, H-Y., Duarte, I. C., & Castelo-Branco, M. (2024). Neural correlates of fanhood: the role of fan identity and team brand strength. Frontiers in Human Neuroscience, 17, 1-11. 10.3389/fnhum.2023.1235139. Repositório Institucional UPT. https://hdl.handle.net/11328/5329
dc.identifier.doi10.3389/fnhum.2023.1235139
dc.identifier.issn1662-5161
dc.identifier.urihttps://hdl.handle.net/11328/5329
dc.language.isoeng
dc.publisherFrontiers Media
dc.relation.hasversionhttps://www.frontiersin.org/articles/10.3389/fnhum.2023.1235139/full
dc.rightsopen access
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectConsumer neuroscience
dc.subjectSport fans
dc.subjectFan identity
dc.subjectBrand love
dc.subjectTeam brands
dc.titleNeural correlates of fanhood: The role of fan identity and team brand strength
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage11
oaire.citation.startPage1
oaire.citation.titleFrontiers in Human Neuroscience
oaire.citation.volume17
person.affiliation.nameUniversidade Portucalense Infante D. Henrique
person.familyNameCayolla
person.givenNameRicardo
person.identifier.ciencia-idD311-D822-C19A
person.identifier.orcid0000-0003-4015-7363
person.identifier.ridAAL-6739-2020
person.identifier.scopus-author-id56120166100
relation.isAuthorOfPublication99055104-5441-4d13-9368-2e06bb43e870
relation.isAuthorOfPublication.latestForDiscovery99055104-5441-4d13-9368-2e06bb43e870

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