Imagining Better Outcomes: Effects of Counterfactual Thinking on Sport Fans’ Continued Support

The current research explored how game outcomes (winning vs. losing) and fans’ counterfactual thinking mode (reflection vs. evaluation) influence their support behaviors, and how fan authenticity moderates these effects in the context of the National Basketball Association (NBA). We employed a 2 (game outcome: win vs. loss) × 2 (counterfactual mode: reflection vs. evaluation) between-subjects design, with fan authenticity measured as a continuous moderator. Results of ANCOVAs using a total of 385 NBA fans recruited through Prolific indicated that fans in a team’s winning condition (downward comparison) exhibited greater support than those in a losing condition (upward comparison). However, even in the losing condition, reflective counterfactual thinking (imagining what if my team had played better and become the champions) enhanced fans’ support behaviors (i.e., WOM and volunteer intentions). Moreover, high-authenticity fans exhibited heightened support behaviors, particularly when involved in reflective counterfactual thinking (imagining what if my team had made a turnover and lost the last game) in the winning condition. Theoretical and practical implications were discussed.