Sports Marketing and the Psychology of Marketing Communication

By Lynn R. Kahle; Chris Riley | Go to book overview

2
Fanatical Consumption: An
Investigation of the Behavior of
Sports Fans Through Textual Data
Scott W. Kelley
University of Kentucky
Kelly Tian
New Mexico State University

To be a WILDCAT fan, you must have pride and respect for your team no matter what. One has loyalty and admiration for the team and the university in general. One has support for the team and its achievements as well as for the individual players themselves. You love the team unconditionally and want the best for them always. You stick with the team in good times and bad ones. One can almost compare it to a marriage and the vows one takes. The saying that I “bleed blue” is definitely true in my case, because I always want them to do the very best that they possibly can. So when they hurt, I hurt and vice versa. I love being a representative and graduate of UK and the traditions that go along with it.

—(#7—3/21)

fanatic—a person possessed by an excessive zeal for and uncritical attachment to a cause or position.

The American Heritage Dictionary (1985)

Sports are pervasive throughout our society and culture. Most of our lives are touched daily in some respect by sports, whether we realize it or not. The entertainment we seek out, the media we are exposed to, and our interactions with others are often influenced by the world of sports. For some, the impact of sports on their lives is much more dramatic. Individuals whose lives are deeply impacted by sports are the fanatical supporters of “their” team. The

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