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Justin Angle, an assistant professor of marketing, studies how Native mascots affect societal views of American Indians. finishing stages of the lab portion of the study, asking people questions in controlled settings as a way to substantiate findings from the field. Angle recognizes his work delves into rugged terrain. Just as in one of his 100-mile runs over mountains, the footing is not always sure. However, the journey is important. The work will help steer an important conversation at all levels, from sports fans loyal to their mascots to the billion-dollar corporations that back the teams. “Not only do the Indian mascots have negative effects on society and consumer welfare, but they might be bad business, too,” he says. Personally, he hopes the project will contribute to the ongoing quest for improving race relations and civil rights. Angle’s focus on the Indian mascot question arose in part from his doctoral dissertation on people’s attachment to brands, whether a sports team or a favorite product. “I wanted to find out how people respond when their identity is threatened,” he says. Angle’s published results might seem surprising at first. One way to motivate hardcore fans of a product or a sports team is not to reward them for their loyalty, he says. Instead, make them feel less secure. By doing that, people want to prove their loyalty, whether it’s by going to more Griz games or stepping up their purchases of a favorite brand. “The more your association with a brand is challenged, the more you will pursue the brand,” he says. Angle’s doctoral work offers insights to the mascot question. If people have fierce attachments to mascots, the threat of changing them could trigger a reaction to dig their heels in and show even greater loyalty. However, by understanding that motivation, Angle believes strategies can be developed to help people accept a change. The key is to prevent people from feeling like their loyalty is being challenged. As Angle continues his study of identity and brands, he hopes to continue on the course he’s headed with Indian mascots. He believes there’s plenty of new terrain to cover on subjects where his research can contribute to improving people’s quality of life. When it comes to terrain, Angle couldn’t be happier with UM’s proximity to challenging running trails. All he has to do is head out the door and up Mount Sentinel’s M Trail and on to the summit. He and his family live next to a trailhead leading into the Rattlesnake National Recreation Area. Angle is thrilled that his two young daughters are growing up in Montana with the wilds right out their door. Whether teaching, researching or running, Angle clearly goes the extra mile, or you might say the ultra miles. On his personal running website, he describes himself as “ultra runner, ultra scholar, ultra dad, ultra husband & ultra thankful for the folks who help make it all possible.” V Just how much do you love the Griz? So you think you’re a Griz fan. Prove it. Can you name four ways you demonstrate that you are a fan? Pretty easy, right? Now try to list 12 ways you demonstrate that you are a fan. More difficult. Perhaps that difficulty made you feel less secure in your level of fandom. If that’s the case, maybe Angle will be waiting at a Griz gear retailer to see if you show up. As a researcher of brands, Angle provides a unique perspective on the psychology of branding. His prowess in the ultra-marathon world has earned him the sponsorship of Patagonia. On a personal level, he identifies with an outdoor company that shares his own values of conservation and environmental stewardship. In a recently published article in the Journal of Consumer Research, Angle and two colleagues discovered that a marketing strategy for new companies to partner with an established brand is not always advantageous. “If there is some sort of outcome, such as quality or performance, associated with the partnership, the two component brands will compete for association with the outcome and the new, unknown brand will likely lose,” he explained. However, if a company simply wants to build awareness, the piggybacking strategy usually works. Vision 2016 15 Tom Robertson photoPDF Image | Carbon Vision 2016
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