There’s nothing new about being a sports fan – except the ways that we promote our allegiances and boost our own egos.
Own a jersey? Hat? Hoodie? Ever paint your face in team colors? Got a car decal with a brand logo? Those are traditional visible signifiers.
Now those visible signifiers have become digital with the subliminal intent to be shared.
Upshots of sport selfies:
- highlight team-identification
- increase esteem
- validate affiliation and ego
Consumer research behind fan psychology needs digital marketers and brand affiliates to create authentic opportunities to achieve these cognitive outcomes. Overall, consumers want to feel it, share it, and remember it.