Why is sports rivalry a university course?
The social dynamics of intergroup relations are foundational to many disciplines, including political science, anthropology, sociology, business, and history. Why is our society so politically polarized? Why does discrimination persist despite historical and contemporary mitigation efforts? Why are consumers in certain product categories so brand loyal? Why are certain sports competitions so intense?
By studying the social psychology of rivalry, we can better understand and address these questions with actionable insights aimed at facilitating outcomes for the common good. Sports as a context provides an engaging international platform to learn about intergroup dynamics and their influence on consumers’ identity and associated purchase behaviors, biases, and social relationships.