Fans teaching fans how to consume: The role of ritual in the consumption of entertainment
As entertainment takes on greater prominence in society and the business world, a better understanding is needed of the way entertainment is consumed. This essay uses sport entertainment as the context to propose a model that examines the relationship between fanaticism and loyalty. Consumers who are highly identiﬁed with an entertainment product, tend to engage with the product – and other customers – more intensely. This engagement is facilitated by consumption rituals, and these rituals may serve as a vehicle to encourage learning among customers.