Intense Group Behavior and Brand Negativity

<p>In previous books, the author has investigated rivalry in the context of sport and non-sport settings.&nbsp;This book investigates how rivalry and group member behavior manifests in the setting of politics, religion, and sport, three settings of intense group member bias.&nbsp;Building on the author’s Hierarchy of Out-group Derogation (HOD) and Out-group Derogation Spectrum (ODS), it discusses the potential of common interests to drive out-group cooperation. The work ends with a call for future research to better understand how to decrease out-group derogation and negativity. Incorporating research from marketing, psychology, political science, and sociology, this book offers researchers in several fields a new understanding of how setting and group membership influences the ways people view and behave toward out-groups.</p><p></p>