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Fan loyalty is the loyalty felt and expressed by a fan towards the object of his/her fanaticism. Allegiances can be strong or weak. The loyalties of sports fans have been studied by psychologists, who have determined several factors that create such loyalties. Fan loyalty can be threatened by team actions. == Underpinning psychology == Fan loyalty, particularly with respect to team sports, is different from brand loyalty, in as much as if a consumer bought a product that was of lower quality than expected, he or she will usually abandon allegiance to the brand. However, fan loyalty continues even if the team that the fan supports continues to perform poorly year after year. Author Mark Conrad uses the Chicago Cubs as an example of a team with a loyal fan following, where fans spend their money in support of a poorly performing team that (as of 2010) had not won a pennant since 1945 or a World Series since 1908. Several psychologists have studied fan loyalty, and what causes a person to be a loyal fan, that sticks with a team through adversity, rather than a fairweather fan, that switches support to whatever teams happen to be successful at the time. These include Dan Wann, a psychologist at Murray State University, psychologist Robert Passikoff.〔 They attribute it to the following factors:〔〔 ;entertainment value:The entertainment value that a fan derives from spectating motivates him/her to remain a loyal fan. Entertainment value of team sports is also valuable to communities in general. ;authenticity:This is described by Passikoff as "the acceptance of the game as real and meaningful". ;fan bonding:Fan bonding is where a fan bonds with the players, identifying with them as individuals, and bonds with the team. ;team history and tradition:Shank gives the Cincinnati Reds, all-professional baseball's oldest team, as an example of a team where a long team history and tradition is a motivator for fans in the Cincinnati area. ;group affiliation:Fans receive personal validation of their support for a team from being surrounded by a group of fans who also support the same team. ;fairweather fans: Fans who support the winning team, instead of supporting for the same team year after year. ;die-hard fans: Fans who follow their team no matter if they are winning or losing. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「fan loyalty」の詳細全文を読む スポンサード リンク
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