Asymmetric Dopamine and Rational Detachment: Maximizing Consumer Utility Through Non-Possessive Underdog Fandom
Year: 2026
Type: preprint
Abstract: Traditional sports consumption literature assumes that emotional investment, personalidentification, and team success are linear predictors of fan satisfaction. Consequently, new consumers overwhelmingly align themselves with dominant mega-clubs to maximize victory-induced neurochemical rewards (dopamine). However, this paper proposes a novel framework —the High-Yield Rational Fan Model—which demonstrates that hyper-investment in elitepowerhouses generates negative emotional utility due to baseline inflation and anxietymitigation costs. By applying behavioral economics, neurobiology (reward prediction error),and consumer detachment theory, we argue that a strategy of rational non-possessivedetachment paired with mid-tier or underdog alignment optimizes consumer utility. Underdogsyield an asymmetric reward structure where expected losses incur negligible emotionalpenalties, whereas rare upsets against elite clubs trigger massive, unhedged dopamine surges.This paper redefines smart sports viewership in the modern digital media environment.
Author: Min, Jinseong
Language: English
Topic: Sports, Gender, and Society
Subfield: Gender Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7204572382
Cites:
Cited by:
Related to: