Glory Out of Reflected Failure: The examination of how rivalry affects sport fans

• Qualitatively investigated rivalry in United States intercollegiate athletics in direct and indirect competitive settings.
• Identified socialization, in-group bias, sense of satisfaction, and out-group indirect competition as major themes.
• Glory Out of Reflected Failure (GORFing) asserts that fans will rejoice a rival team's defeat in indirect competition.
• GORFing extends research into disidentification, in-group bias, and schadenfreude.
• Supports using social identity theory to investigate the rivalry phenomenon.

Most studies on participant or fan rivalry have employed quantitative methods to investigate the phenomenon (Kilduff et al., 2010, Kimble and Cooper, 1992 and Smith and Schwartz, 2003). The current study adds to the existing literature by using qualitative analysis to investigate the way fans make meaning of the rivalry. Intercollegiate football and men's basketball fans in the United States were interviewed about their perceptions of their favourite and rival teams, and the enjoyment they experienced when someone other than their favourite team defeated the identified rival. Social identity theory guided the investigation (Tajfel, 1974), and four themes were identified regarding fan reactions to rivalry: (1) socialisation, (2) in-group bias, (3) sense of satisfaction and (4) out-group indirect competition. Further, Glory Out of Reflected Failure (GORFing) extends research on disidentification (Elsbach & Bhattacharya, 2001), in-group bias (Tajfel, 1969 and Turner, 1982), and schadenfreude ( Heider, 1958) and asserts that fans will rejoice when their rival team has been defeated in indirect competition. Findings from the current study provide academics and administrators many avenues to further the understanding of fan social psychology and sport rivalry. Theoretical and practical implications of the current study along with areas for future research are presented.