Rivalry and Group Behavior Among Consumers and Brands

Cody T. Havard, Ph.D. is a Professor of Sport Commerce and the Director of Research in the Kemmons Wilson School at The University of Memphis, USA. He is also the Director of the Bureau of Sport and Leisure Commerce and producer/host of the Being a Fan of Disney Podcast with Cody T. Havard, Ph.D. Dr. Havard researches the rivalry phenomenon in and out of sport to better understand group member behavior and its impact on society.

• Chapter 1: Rivalry In and Out of Sport.- Chapter 2: The Games We Play.- Chapter 3: They Said What?.- Chapter 4: Are You Team Apple or Team Samsung?.- Chapter 5: Rebels or Star Fleet?.- Chapter 6: Introduction of a Hierarchy of Out-Group Derogation.- Chapter 7: Here We Are, There We Go.