We live in a time when symbolism is of enormous priority. Memories are a particularly important part of the construction of individual identity and the subsequent relationships established, personal and with the loved brands. Previous research in psychology and neurosciences on negativity effect claims that negative events have more impact than positive ones. In an emotional context like the sports industry, being a fan has implications at all levels: psychological, mental and behavioural. Deepening the theme of memory from a psychological perspective, the present study theorises about the hypothesis of positivity effect in memory in the behaviour of sport fans in consumer neuroscience studies. Theoretical contribution and managerial suggestions are presented, in addition, as direction for further research.
AartsH., DijksterhuisA., & de VriesP. (2001). On the psychology of drinking: Being thirsty and perceptually ready. British Journal of Psychology, 92(4), 631–642. https://doi.org/10.1348/000712601162383
2.
AgarwalS., & DuttaT. (2015). Neuromarketing and consumer neuroscience: Current understanding and the way forward. Decision, 42(4), 457–462. https://doi.org/10.1007/s40622-015-0113-1
3.
AhuviaA. C. (1993). I love it! Towards a unifying theory of love across diverse love objects. Northwestern University.
4.
AhuviaA. C. (2005). Beyond the extended self: Loved objects and consumers’ identity narratives. Journal of Consumer Research, 32(June), 171–184. https://www.jstor.org/stable/10.1086/429607
5.
BagozziR. P., BatraR., & AhuviaA. C. (2017). Brand love: Development and validation of a practical scale. Marketing Letters, 28(1), 1–14. https://doi.org/10.1007/s11002-016-9406-1
BaumeisterR. F., BratslavskyE., FinkenauerC., & VohsK. D. (2001). Bad is stronger than good. Review of General Psychology, 5(4), 323–370. https://doi.org/10.1037//1089-2680.5.4.323
8.
BiscaiaR., HedlundD. P., DicksonG., & NaylorM. (2018). Conceptualising and measuring fan identity using stakeholder theory. European Sport Management Quarterly, 18(4), 459–481. https://doi.org/10.1080/16184742.2017.1413580
CayollaR., & LoureiroS. M. C. (2013). Consequences of being deeply in love: The Fan-football club relationship. In SajtosL. (Ed.), Conference book proceedings of ANZMAC-engaging with our future. PANDORA electronic collection. http://pandora.nla.gov.au/tep/25410
11.
CayollaR., LoureiroS., ReisJ. L. (2020). Fournier (BRQ) versus rusbult (IM): Is love really important in consumer-brand relationship? In RochaA., ReisJ., PeterM., & BogdanovićZ. (Eds.), Marketing and smart technologies. Smart Innovation, Systems and Technologies. (Vol. 167, pp. 341–349) Springer. https://doi.org/10.1007/978-981-15-1564-4_32
12.
ChecchinatoF., DisegnaM., & GazzolaP. (2015). Content and feedback analysis of YouTube videos: Football clubs and fans as brand communities. Journal of Creative Communications, 10(1), 71–88. https://doi.org/10.1177/0973258615569954
13.
DalakasV., & MelanconJ. P. (2012). Fan identification, Schadenfreude toward hated rivals, and the mediating effects of importance of winning index (IWIN). Journal of Services Marketing, 26(1), 51–59. https://doi.org/10.1108/08876041211199724
14.
DamásioA. (2010). O Livro da Consciência. A Construção do Cérebro Consciente (The book of consciousness. The construction of the conscious brain). Bertrand.
15.
DuarteI. C., Brito-CostaS., CayollaR., & Castelo-BrancoM. (2018). The role of prefrontal cortex in a battle of the sexes dilemma involving a conflict between tribal and romantic love. Scientific Reports, 8(1), 1–8. https://doi.org/10.1038/s41598-018-30611-6
16.
DuarteI. C., CoelhoG., CayollaR., CostaS. B., AfonsoS., & Castelo-BrancoM. (2020, July). Ventral caudate and anterior insula recruitment during the value estimation of passionate rewarding cues. Frontiers in Neuroscience, 14, 678. https://doi.org/10.3389/fnins.2020.00678
17.
DwyerB., MudrickM., GreenhalghG. P., LeCromC. W., & DrayerJ. (2015). The tie that blinds? Developing and validating a scale to measure emotional attachment to a sport team. Sport Management Review, 18(4), 570–582. https://doi.org/10.1016/j.smr.2015.01.001
FournierS. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–353. https://doi.org/10.1086/209515
20.
GrafP., & SchacterD. L. (1985). Implicit and explicit memory for new associations in normal and amnesic patients. Journal of Experimental Psychology: Learning, Memory, and Cognition, 11(3), 501–518. https://doi.org/10.1037/0278-7393.11.3.501
21.
HornikxJ., & HendriksB. (2015). Consumer Tweets about brands: A content analysis of sentiment Tweets about goods and services. Journal of Creative Communications, 10(2), 176–185. https://doi.org/10.1177/0973258615597406
22.
ItoT. A., & CacioppoJ. T. (2000). Electrophysiological evidence of implicit and explicit categorization processes. Journal of Experimental Social Psychology, 36(6), 660–676. https://doi.org/10.1006/jesp.2000.1430
23.
KlucharevV., SmidtsA., & FernándezG. (2008). Brain mechanisms of persuasion: How ‘expert power’ modulates memory and attitudes. Social Cognitive and Affective Neuroscience, 3(4), 353–366. https://doi.org/10.1093/scan/nsn022
24.
KunkelT., & BiscaiaR. (2020). Sport brands: Brand relationships and consumer behavior. Sport Marketing Quarterly, 29(1), 3–17. https://doi.org/10.32731/smq.291.032020.01
25.
LangaroD., SalgueiroM. de F., RitaP., & Del ChiappaG. (2019). Users’ participation in Facebook brand pages and its influence on word-of-mouth: The role of brand knowledge and brand relationship. Journal of Creative Communications, 14(3), 177–195. https://doi.org/10.1177/0973258619889404
26.
LockD., & HeereB. (2017). Identity crisis: a theoretical analysis of ‘team identification’ research. European Sport Management Quarterly, 17(4), 413–435. https://doi.org/10.1080/16184742.2017.1306872
27.
LoureiroS. M. C., PiresA. R., & CayollaR. (2014). Consumption, anti-consumption, and consumption communities: The football clubs and its fans. In KaufmannH.-R., & PanniM. F. A. K. (Eds.), Handbook of research on consumerism in business and marketing: Concepts and practices. https://doi.org/10.4018/978-1-4666-5880-6.ch023
28.
NetaM., & TongT. T. (2016). Don’t like what you see? Give it time: Longer reaction times associated with increased positive affect. Emotion, 16(5), 730–739. https://doi.org/10.1037/emo0000181
29.
PalusukN., KolesB., & HasanR. (2019). ‘All you need is brand love’: A critical review and comprehensive conceptual framework for brand love. Journal of Marketing Management, 35(1–2), 97–129. https://doi.org/10.1080/0267257X.2019.1572025
30.
PetroN. M., TongT. T., HenleyD. J., & NetaM. (2018). Individual differences in valence bias: FMRI evidence of the initial negativity hypothesis. Social Cognitive and Affective Neuroscience, 13(7), 687–698. https://doi.org/10.1093/scan/nsy049
31.
PlassmannH., RamsøyT. Z., & MilosavljevicM. (2012). Branding the brain: A critical review and outlook. Journal of Consumer Psychology, 22, 18–36. https://doi.org/10.1016/j.jcps.2011.11.010
RozinP., & RoyzmanE. B. (2001). Negativity bias, negativity dominance, and contagion. Personality and Social Psychology Review, 5(4), 296–320. https://doi.org/10.1207/S15327957PSPR0504_2
34.
SchaeferM., & RotteM. (2007). Thinking on luxury or pragmatic brand products: Brain responses to different categories of culturally based brands. Brain Research, 1165, 98–104. https://doi.org/10.1016/j.brainres.2007.06.038
35.
ScovilleW. B., & MilnerB. (1957). Loss of recent memory after bilateral hippocampal lesions. Journal of Neurology, Neurosurgery, and Psychiatry, 20(1), 11–21.
StallenM., SmidtsA., RijpkemaM., SmitG., KlucharevV., & FernándezG. (2010). Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame. Journal of Economic Psychology, 31(5), 802–811. https://doi.org/10.1016/j.joep.2010.03.006
39.
VaishA., GrossmannT., & WoodwardA. (2008). Not all emotions are created equal: The negativity bias in social-emotional development. Psychological Bulletin, 134(3), 383–403. https://doi.org/10.1037/0033-2909.134.3.383
40.
WangJ. J., Braunstein-MinkoveJ. R., BakerT. A., LiB., & ZhangJ. J. (2020). Self-branding through NFL team fanship: Fans’ desired self-image and its implications for branding practices. Sport Marketing Quarterly, 29, 47–61. https://doi.org/10.32731/SMQ.291.032020.0
