"The current article comprehensively examines the affective, behavioral and cognitive effects of
team identification. In the affective aspect, the influence of team identification regards motives driving
people to attend games. The first hypothesis is that persons high in identification would be more likely
to be motivated by Self-definitive motives than by Entertainment and Sociability. That is, persons low
in identification would be more likely to be motivated by Entertainment and Sociability than by
Self-definitive motives. With respect to the influence of team identification on behaviors, the second
and third hypotheses are that highly identified fans consume more media and merchandise than people
low in identification. Regarding the influence of team identification on cognition, the fourth hypothesis
is that highly identified fans perceive higher service quality than people low in identification. The
results support all of the hypotheses. Sport marketers may design marketing programs appealing to
different segments with different levels of team identification."
