دانلود رایگان مقاله چارچوب هویت چندگانه در گروه

ABSTRACT

The effects of team identification on sport consumer behaviour are well established. Recent research, however, has moved beyond this perspective to examine how groups within and beyond the team identity influence consumption. Assimilating previous research findings, we advance a Multiple In-group Identity Framework (MIIF), which consists of three levels: (1) superordinate (e.g., team identity), (2) subgroup (e.g., specific stadium area), and (3) relational group (e.g., friends or family). In the MIIF, we conceptualise the complex array of groups to which a consumer may belong within a superordinate identity. Each level includes groups with varying degrees of inclusiveness, homogeneity, and interpersonal attachment to other consumers between members. Individuals seek out sub and relational group membership because solely identifying at the superordinate level may not provide optimal distinctiveness or sufficient interpersonal attachment to other consumers. This provides self-concept benefits that nourish and operate in complement with the superordinate identification. The extent that different ingroup identities influence behaviour relates to their importance in a consumer’s selfconcept and relevance to context. We provide implications for theory and practice.

7. Conclusion

Sport consumers belong to multiple groups, which influence and shape their behaviour. In this paper, we advanced on initial insights into this phenomenon through the delineation of the MIIF. The framework consists of three levels of group membership: superordinate, sub, and relational. The three levels reflect what attracts a person to identify with a group and its level of inclusiveness in relation to the superordinate identity. At the subgroup level, consumers seek out satellite, stadium sections, and contrasting subgroups for a sense of community, to self-classify, gain distinctiveness, or subjective uncertainty reduction. In relational groups, consumers are socialised into the superordinate identity, build social relationships through the superordinate or subgroup identity, and enrich consumption experiences through meaningful interpersonal attachments. Together, each of these benefits illustrate that, in addition to the superordinate identification, consumers maintain choice and flexibility over the social relationships and subgroups they use to advance their self-concept and consumption experiences.