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To clarify: I don't think there's anything wrong with brand loyalty per se; sticking with a brand that has pleased you in the past makes sense. My question is primarily regarding the need some people seem to feel to attack rivals of their favorites.
I remember a couple of years ago, maybe last year, Boston and New York were playing in the World Series, I think. It was some kind of important series. There were many boys, and one or two girls, who were rabid fans of one team or the other. I heard a lot of "the Yankees suck" from Boston fans and vice versa. Now obviously, if both teams made it into the World Series, they must both be top notch teams, and I would try to gently point this out to people if this happened in my classroom.
I hear this a lot come championship season for sports: Team A which is the championship round and which I am rooting for is a great team, and since they are playing team B, I must hate team B, and because I hate team B, team B must suck. This seems to be the level of thinking going on, and many seem to genuinely believe that whatever team is their favorite's rival for the championship genuinely sucks.
So my question is, I guess, more about brand hostility than loyalty. Why be hostile to a brand that rivals your favorite, just because it is a rival? What benefit is there to this?
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