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Keywords: Maximizing
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2015) 32 (3): 157–166.
Published: 11 May 2015
...J. Ian Norris; Daniel L. Wann; Ryan K. Zapalac Purpose – The purpose of these studies is to determine how maximizing sport fans seek optimal outcomes through team identification. Maximizers seek optimal outcomes but do not always obtain them. This may be particularly true of sport fans, who often...
