“…On the other end, lie highly identified, dysfunctional fans, who have become so involved with their role as a fan, they struggle to fulfill demands associated with alternative roles such as those related to job or family (Hunt et aI., 1999). To that point, Smith (1988) noted, "there are gradations of being a sports fan, ranging all the way from minimal interest to addiction" (p. 55). The extent to which an individual conforms to behaviors consistent with hislher group memberships is a direct reflection of the centrality of that group to his/her self-concept (Turner, 1982).Within sport marketing and sport sociology literature, the construct of fan identification has emerged as an important variable in understanding the affective, behavioral, and cognitive differences among sport fans.…”