Investigating the role of fan club membership on perceptions of team brand equity in football

Researchers have suggested that brand equity is vital for professional sport teams by focusing on the examination of sport fans in general. The current study aims to examine the differences in team brand equity perceptions between fan club members and nonmembers, and the predictive role of brand equity dimensions on behavioral intentions. Data were collected from fans of a professional football league (n = 2287) with an adapted version of the spectator-based brand equity scale. The results gathered through a confirmatory factor analysis provide evidence of fair psychometric properties of the measurement scale. A multi-group CFA analysis showed factorial stability of the model in both groups, while the latent mean comparisons revealed significant differences in the dimensions of brand mark, social interaction, commitment, team history, organizational attributes, team success, head coach, management, stadium, and internalization. In addition, a multi-group SEM analysis revealed that the relationships between brand equity dimensions and behavioral intentions are not significantly different among the groups. Social interaction, team success and internalization were the significant positive predictors of behavioral intentions among the overall sample. These findings highlight the importance of studying different types of consumers and suggest managerial implications, such as the need for clubs to establish reciprocal relationships with fans in order to increase their levels of internalization and contribute to increased behavioral intentions.

Social dominance modulates eavesdropping in zebrafish

Group living animals may eavesdrop on signalling interactions between conspecifics and integrate it with their own past social experience in order to optimize the use of relevant information from others. However, little is known about this interplay between public (eavesdropped) and private social information. To investigate it, we first manipulated the dominance status of bystander zebrafish. Next, we either allowed or prevented bystanders from observing a fight. Finally, we assessed their behaviour towards the winners and losers of the interaction, using a custom-made video-tracking system and directional analysis. We found that only dominant bystanders who had seen the fight revealed a significant increase in directional focus (a measure of attention) towards the losers of the fights. Furthermore, our results indicate that information about the fighters' acquired status was collected from the signalling interaction itself and not from post-interaction status cues, which implies the existence of individual recognition in zebrafish. Thus, we show for the first time that zebrafish, a highly social model organism, eavesdrop on conspecific agonistic interactions and that this process is modulated by the eavesdroppers' dominance status. We suggest that this type of integration of public and private information may be ubiquitous in social learning processes.

Proportion dominance in valuing lives: The role of deliberative thinking

Proportion responding (PR) is the preference for proportionally higher gains, such that the same absolute quantity is valued more as the reference group decreases. This research investigated this kind of proportion PR in decisions about saving lives (e.g., saving 10/10 lives is preferred to saving 10/100 lives). The results of two studies suggest that PR does not stem from an overall tendency to choose higher proportions, but rather from faulty deliberative reasoning. In particular, people who display PR are less likely to engage in deliberative reflection as measured by response time, the Process Dissociation Procedure, the Cognitive Reflection Test, a numeracy test, and a task assessing denominator neglect. This association between faulty deliberation and PR was observed only when choosing the highest proportion was non-normative because it came at the expense of absolute gains (e.g., saving 10/10 lives is preferred to saving 11/100 lives). These results help to make sense of discrepant findings in previous research, pertaining to how PR relates to biased reasoning and decision making.