ABSTRACT
Why do I like the Toronto Maple Leafs so much? This question occurs often to the first author and many other fans of this ice hockey team, especially during losing streaks. No doubt similar questions occur to millions of sport fans worldwide, all of whom spend abundant time and money watching a collection of grown men or women kick, throw, or shoot a spheroidal object across a delineated terrain under a complex system of rules. It could be suggested that fans’ favorability toward their teams arises because of their beliefs, feelings, and past experiences regarding the teams. People may like particular sports teams because the teams’ players appear to have good personal and athletic attributes, the teams make us feel good, and people may have many fond memories of seeing the team perform live on outings with mom or dad.
