Expecting Victory Due to TV or Identity? An Examination of the Influence of Media Consumption and Social Identification on Game Expectations

This study used a nationwide, purposive sample to examine how the concurrent effects of media consumption and social identification influence sports fans' expectations for a game outcome. This study surveyed 310 highly identified fans of two teams competing in an NCAA College Football Championship game. Participants reported their sports-related media consumption, the extent to which the media influenced their expectations, their level of team identity, and their expectations for the championship game. Path analysis demonstrated that media consumption is recognized as an influence on expectations and influences one's team identity. Furthermore, results concluded that the media is useful in shaping expectations; however, team identity may mediate some of the effect, thus offering theoretical implications concerning the influence of media consumption and subsequent development and maintenance of one's social identity.