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Sports ingroup love does not make me like the sponsor's beverage but gets me buying it

2021-07-28Journal article Open access
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dc.contributor.authorFranco, Sara
dc.contributor.authorAbreu, Ana Maria
dc.contributor.authorBiscaia, Rui
dc.contributor.authorGama, Sandra
dc.date.accessioned2021-08-04T08:02:32Z
dc.date.available2021-08-04T08:02:32Z
dc.date.issued2021-07-28
dc.description.abstractPrevious literature has shown that social identity influences consumer decision-making towards branded products. However, its influence on ones' own sensory perception of an ingroup (or outgroup) associated brand's product (i.e. sponsor) is seldom documented and little understood. Here, we investigate the impact of social identity (i.e. team identification) with a football team on the sensorial experience and willingness to buy a beverage, said to be sponsoring the ingroup or the outgroup team. Ninety subjects participated in one of three sensorial experience conditions (matched identity: ingroup beverage; mismatched identity: outgroup beverage; control: no group preference). Each participant tasted the new sponsoring beverage and answered a questionnaire about their subjective sensorial experience of the beverage. EEG and BVP were synchronously collected throughout. Analyses revealed that team identification does not influence subjective responses and only slightly modulates physiological signals. All participants reported high valence and arousal values while physiological signals consistently translated negative affects across groups, which showed that participants reported to be happy/excited about trying the beverage while their physiological signals showed that they were feeling sad/depressed/angry. Crucially, despite a similar sensorial experience, and similar socially desirable report of the subjective experience, only participants in the matched identity group demonstrate higher willingness to buy, showing that the level of team identification, but not taste or beverage quality, influences willingness to buy the said sponsor's product.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.doi10.1371/journal.pone.0254940pt_PT
dc.identifier.eid85111606895
dc.identifier.issn1932-6203
dc.identifier.pmcPMC8318299
dc.identifier.pmid34319994
dc.identifier.urihttp://hdl.handle.net/10400.14/34422
dc.identifier.wos000685247800036
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.titleSports ingroup love does not make me like the sponsor's beverage but gets me buying itpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.issue7pt_PT
oaire.citation.titlePLoS ONEpt_PT
oaire.citation.volume16pt_PT
person.familyNameAbreu
person.familyNameBiscaia
person.familyNameGama
person.givenNameAna Maria
person.givenNameRui
person.givenNameSandra
person.identifierN-1670-2016
person.identifier.ciencia-idC21C-0A02-C0A8
person.identifier.ciencia-id3615-44E8-594A
person.identifier.orcid0000-0003-4067-0386
person.identifier.orcid0000-0003-2752-4317
person.identifier.orcid0000-0002-9679-7004
person.identifier.ridO-8001-2014
person.identifier.ridC-2259-2019
person.identifier.scopus-author-id37036768300
person.identifier.scopus-author-id55250713600
person.identifier.scopus-author-id36674961400
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication53d25ab4-a84c-496e-813b-c7f3ca87bf30
relation.isAuthorOfPublicatione2ad1161-5b77-4f16-97e5-f6e347a6ad11
relation.isAuthorOfPublicatione264c6bd-8b7f-4316-86e1-42f1016e9ccc
relation.isAuthorOfPublication.latestForDiscoverye264c6bd-8b7f-4316-86e1-42f1016e9ccc

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