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Introduction of a Hierarchy of Out-Group Derogation

In: Rivalry and Group Behavior Among Consumers and Brands

Author

Listed:
  • Cody T. Havard

    (The University of Memphis)

  • Frederick G. Grieve

    (Western Kentucky University)

  • Ted B. Peetz

    (Belmont University)

Abstract

The current study introduces a hierarchy and spectrum of group member behavior and out-group derogation. Specifically, perceptions and likely behaviors among fans of: sport, politics, online electronic gaming, electronic platform gaming, science fiction, mobile phones, Disney theme parks, comics, and straight-to-consumer streaming entertainment platforms are compared to examine how various settings influence negativity toward relevant out-groups. To accomplish this, the Group Behavior Composite (GBC) is introduced, made up of the four facets of the Rivalry Perception Scale (RPS) and the Glory Out of Reflected Failure (GORFing) scale, to introduce a hierarchy of rival negativity and group member behavior. Discussion focuses on theoretical and practical implications of the GBC and hierarchy, while also calling for future areas of research.

Suggested Citation

  • Cody T. Havard & Frederick G. Grieve & Ted B. Peetz, 2021. "Introduction of a Hierarchy of Out-Group Derogation," Springer Books, in: Rivalry and Group Behavior Among Consumers and Brands, chapter 0, pages 105-128, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-85245-0_6
    DOI: 10.1007/978-3-030-85245-0_6
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