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This research examined regional differences in fan reactions to sports rivalry across North America. Using a large sample of over 5,100 sports consumers across four US Census regions and Canada, the study tested the intensity of acrimony (negative feelings like prejudice, discrimination, and schadenfreude) toward rivals. The results revealed a distinct regional pattern consistent with personality clustering theories: fans of Canadian teams exhibited significantly less acrimony toward their rivals compared to fans in all other regions. This finding supports the long-standing stereotype of Canadians as a friendly population. Conversely, fans of teams located in the Northeastern US generally exhibited the most acrimony toward their rivals. The findings imply that sports marketers and event managers in the US Northeast should exercise caution when implementing rivalry-focused activities due to the heightened risk of antisocial behavior, whereas Canadian administrators may proceed with less hesitation.

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This page is a summary of: Regional Variation in Rivalry: Canadians Really are Friendlier, Journal of International Consumer Marketing, January 2019, Taylor & Francis,
DOI: 10.1080/08961530.2018.1531364.
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