Human–AI interaction is a developing field of research and a sub-field of human–computer interaction (HCI). HCI is a field of research that explores the interactions between humans and computer-based technology, focusing on design implementation, user experience, and psychological factors. With the proliferation of artificial intelligence (AI), there has developed a sub-section of HCI research dedicated specifically to artificial intelligence and how people interact with and are impacted by it. This is human–AI interaction, abbreviated either as HAX or HAII. == Introduction == Artificial intelligence (AI), in general, has fluid definitions and varied research applications, but in brief can be applied to mechanizing tasks that would require human intelligence to complete. AI are tools designed to replicate the human abilities of navigating uncertainty, active learning, and processing information in different contexts. Within the context of HCI and HAX research, artificial intelligence can be broken into two sub-fields, natural language processing (NLP) and computer vision (CV). AI technologies notably include machine-learning, deep-learning and neural networks, and large-language models (LLMs). As a new and rapidly developing technology, AI is changing how computers work and therefore changing how humans interact with computers. Unlike the traditional human-computer interaction, where a human directs a machine, human-AI interaction is characterized by a more collaborative relationship between the computer program (the AI) and the human user, as AI is perceived as an active agent rather than a tool. This changing dynamic creates new questions and necessitates new research methods that are not present in traditional HCI research. According to a scoping review on the state of the discipline, the HAX field comprises research on the "design, development, and evaluation of AI systems" and encompasses the themes of human-AI collaboration, human-AI competition, human-AI conflict, and human-AI symbiosis. == Design == Machine learning and artificial intelligence have been used for decades in targeted advertising and to recommend content in social media. Ethical Guidelines (Framework for ethical AI development) == User Experience (UX) == This section should handle research on how users interact with tools. What techniques do they use, do they develop habits, what types of programs and devices are they using to access these tools, what do they use these tools to do exactly. === Cognitive Frameworks in AI Tool Users === AI has been viewed with various expectations, attributions, and often misconceptions. Many people exclusively understand AI as the LLM chatbots they interact with, like ChatGPT or Claude, or other generative AI programs. [Insert section: discuss how people interact with these specific AI tools as a connection to the following paragraphs] Most fundamentally, humans have a mental model of understanding AI's reasoning and motivation for its decision recommendations, and building a holistic and precise mental model of AI helps people create prompts to receive more valuable responses from AI. However, these mental models are not whole because people can only gain more information about AI through their limited interaction with it; more interaction with AI builds a better mental model that a person may build to produce better prompt outcomes. Research on human-AI interaction has emphasized that users develop mental models of AI systems and revise those models through repeated use, feedback, and explanation, while design research has stressed the importance of communicating capabilities and limitations early and supporting trust calibration through explanation and correction. In a 2025 SSRN working paper, John DeVadoss proposed "Hypothetico-Deductive Interaction" (HDI), a framework that describes human-AI interaction as a mutual process of conjecture and refutation in which users test assumptions about an AI system's capabilities while the system infers and updates assumptions about user goals through its responses and clarifying questions. DeVadoss argued that this framing helps explain prompt iteration, weak capability awareness, and trust miscalibration, and suggested design responses such as clearer communication of uncertainty, easier correction, actionable explanations, and safer failure modes. == Research themes == === Human-AI collaboration === Human-AI collaboration occurs when the human and AI supervise the task on the same level and extent to achieve the same goal. Some collaboration occurs in the form of augmenting human capability. AI may help human ability in analysis and decision-making through providing and weighing a volume of information, and learning to defer to the human decision when it recognizes its unreliability. It is especially beneficial when the human can detect a task that AI can be trusted to make few errors so that there is not a lot of excessive checking process required on the human's end. Some findings show signs of human-AI augmentation, or human–AI symbiosis, in which AI enhances human ability in a way that co-working on a task with AI produces better outcomes than a human working alone. For example: the quality and speed of customer service tasks increase when a human agent collaborates with AI, training on specific models allows AI to improve diagnoses in clinical settings, and AI with human-intervention can improve creativity of artwork while fully AI-generated haikus were rated negatively. Human-AI synergy, a concept in which human-AI collaboration would produce more optimal outcomes than either human or AI working alone could explain why AI does not always help with performance. Some AI features and development may accelerate human-AI synergy, while others may stagnate it. For example, when AI updates for better performance, it sometimes worsens the team performance with human and AI by reducing the compatibility with the new model and the mental model a user has developed on the previous version. Research has found that AI often supports human capabilities in the form of human-AI augmentation and not human-AI synergy, potentially because people rely too much on AI and stop thinking on their own. Prompting people to actively engage in analysis and think when to follow AI recommendations reduces their over-reliance, especially for individuals with higher need for cognition. === Human-AI competition === Robots and computers have substituted routine tasks historically completed by humans, but agentic AI has made it possible to also replace cognitive tasks including taking phone calls for appointments and driving a car. At the point of 2016, research has estimated that 45% of paid activities could be replaced by AI by 2030. Perceived autonomy of robots is known to increase people's negative attitude toward them, and worry about the technology taking over leads people to reject it. There has been a consistent tendency of algorithm aversion in which people prefer human advice over AI advice. However, people are not always able to tell apart tasks completed by AI or other humans. See AI takeover for more information. It is also notable that this sentiment is more prominent in the Western cultures as Westerners tend to show less positive views about AI compared to East Asians. == Research on the psychological impacts of AI == === Perception on others who use AI === As much as people perceive and make judgment about AI itself, they also form impressions of themselves and others who use AI. In the workplace, employees who disclose the use of AI in their tasks are more likely to receive feedback that they are not as hardworking as those who are in the same job who receive non-AI help to complete the same tasks. AI use disclosure diminishes the perceived legitimacy in the employee's task and decision making which ultimately leads observers to distrust people who use AI. Although these negative effects of AI use disclosure are weakened by the observers who use AI frequently themselves, the effect is still not attenuated by the observers' positive attitude towards AI. === Bias, AI, and human === Although AI provides a wide range of information and suggestions to its users, AI itself is not free of biases and stereotypes, and it does not always help people reduce their cognitive errors and biases. People are prone to such errors by failing to see other potential ideas and cases that are not listed by AI responses and committing to a decision suggested by AI that directly contradicts the correct information and directions that they are already aware of. Gender bias is also reflected as the female gendering of AI technologies which conceptualizes females as a helpful assistant. == Emotional connection with AI == Human-AI interaction has been theorized in the context of interpersonal relationships mainly in social psychology, communications and media studies, and as a technology interface through the lens of hu
Public computer
A public computer (or public access computer) is any of various computers available in public areas. Some places where public computers may be available are libraries, schools, or dedicated facilities run by government. Public computers share similar hardware and software components to personal computers, however, the role and function of a public access computer is entirely different. A public access computer is used by many different untrusted individuals throughout the course of the day. The computer must be locked down and secure against both intentional and unintentional abuse. Users typically do not have authority to install software or change settings. A personal computer, in contrast, is typically used by a single responsible user, who can customize the machine's behavior to their preferences. Public access computers are often provided with tools such as a PC reservation system to regulate access. The world's first public access computer center was the Marin Computer Center in California, co-founded by David and Annie Fox in 1977. == Kiosks == A kiosk is a special type of public computer using software and hardware modifications to provide services only about the place the kiosk is in. For example, a movie ticket kiosk can be found at a movie theater. These kiosks are usually in a secure browser with zero access to the desktop. Many of these kiosks may run Linux, however, ATMs, a kiosk designed for depositing money, often run Windows XP. == Public computers in the United States == === Library computers === In the United States and Canada, almost all public libraries have computers available for the use of patrons, though some libraries will impose a time limit on users to ensure others will get a turn and keep the library less busy. Users are often allowed to print documents that they have created using these computers, though sometimes for a small fee. ==== Privacy ==== Privacy is an important part of the public library institution, since the libraries entitle the public to intellectual freedom. Use of any computer or network may create records of users' activities that can jeopardize their privacy. It is possible for a patron to jeopardize their privacy if they do not delete cache, clear cookies, or documents from the public computer. In order for a member of the public to remain private on a computer, the American Library Association (ALA) has guidelines. These give patrons an idea of the right way to keep using public library computers. In their provision of services to library users, librarians have an ethical responsibility, expressed in the ALA Code of Ethics, to preserve users' right to privacy. A librarian is also responsible for giving users an understanding of private patron use and access. Libraries must ensure that users have the following rights when browsing on public computers: the computer automatically will clear a users history; libraries should display privacy screens so users do not see another patron's screen; updating software for effective safety measures; restoration data software to clear documents that users may have left on their computers and to combat possible malware; security practices; and making users aware of any possible monitoring of their browsing activities. Users can also view the Library Privacy Checklist for Public Access Computers and Networks to better understand what libraries strive for when protecting privacy. === School computers === The U.S. government has given money to many school boards to purchase computers for educational applications. Schools may have multiple computer labs, which contain these computers for students to use. There is usually Internet access on these machines, but some schools will put up a blocking service to limit the websites that students are able to access to only include educational resources, such as Google. In addition to controlling the content students are viewing, putting up these blocks can also help to keep the computers safe by preventing students from downloading malware and other threats. However, the effectiveness of such content filtering systems is questionable since it can easily be circumvented by using proxy websites, Virtual Private Networks, and for some weak security systems, merely knowing the IP address of the intended website is enough to bypass the filter. School computers often have advanced operating system security to prevent tech-savvy students from inflicting damage (i.e. the Windows Registry Editor and Task Manager, etc.) are disabled on Microsoft Windows machines. Schools with very advanced tech services may also install a locked down BIOS/firmware or make kernel-level changes to the operating system, precluding the possibility of unauthorized activity.
Giditraffic
GidiTraffic (or GIDITRAFFIC) is an online social service started on 23 September 2011. Based primarily on social media, the service employs crowdsourcing as its primary means of providing real-time traffic updates to subscribers on its platform. The service, delivered free of charge, affords its users access to various types of information. Though its broadest category of users is road users and motorists, GIDITRAFFIC lends itself as a platform for answering inquiries from anyone who requires information on any subject of interest. GIDITRAFFIC's core competence is in vehicular traffic reports, however, the service also handles all other forms of traffic (going by the fact that the word traffic also means "the mutual exchange of information"). == Operation == Users of the service log on to its Twitter feed to get up-to-date traffic information or to post a general inquiry, which GIDITRAFFIC then publishes to all subscribers. Through crowdsourced replies, a requester receives numerous responses from other subscribers who have seen the question and can provide a relevant answer. In addition, updates are provided by subscribers to the platform via their mobile devices, thereby making the service effective in delivering traffic updates as they occur, and providing timely answers to other user inquiries. This informs GIDITRAFFIC's motto of "Lending each other an eye", alluding to the collaboration and cooperation between the platform's users in making the service indispensable to its users. == Reception == On Twitter, which is its primary platform, the service caters to over 1,800,000 subscribers, with the number increasing daily. The popularity of the platform stems from the fact that it not only keeps its subscribers abreast of the traffic situation in Lagos, the commercial capital city of Nigeria (well known for its many traffic jams), but users in other parts of the world. For a regular user of the platform, knowing where to avoid getting to a set destination in good time is well worth the two or three minutes it takes to access and scroll through the GIDITRAFFIC feed for updates. Another interesting aspect of this platform is the identity of the person behind it. The sustained anonymity of this individual has sparked many discussions centering on his or her possible identity. Online, GIDITRAFFIC continuously publishes traffic updates and user questions, while keeping up witty interactions with the platform's followers round the clock – adding to the mystery and persona of the GIDITRAFFIC owner. == Awards and recognition == In early 2012, GIDITRAFFIC received a nomination for a Shorty Award in the Life-Saving Hero category. Although this did not translate into a win, it brought recognition and wider exposure for the service from international news outlets such as the BBC, Washington Post. and New York Times. Back home in Nigeria, also in 2012, GIDITRAFFIC was honored with a Future Award for Best Use of New Media in recognition of the huge impact the service has had in terms of helping Lagos residents better manage time spent in traffic. == Mobile Applications == In 2012, GIDITRAFFIC partnered with telecommunications company Nokia to produce a downloadable mobile traffic application (the GIDITRAFFIC application, available for Nokia Asha phones on Nokia's online store). There are plans to extend the application to a wider range of mobile phone platforms. On 4 September 2013, the GIDITRAFFIC application for Nokia Lumia phones using Windows Phone 8 was launched on the Windows App Store.
Matt Mullenweg
Matthew Charles Mullenweg (born January 11, 1984) is an American web developer and entrepreneur. He is known as a co-founder of the free and open-source web publishing software WordPress, and the founder of Automattic. == Early life and education == Mullenweg was born January 11, 1984, in Houston, Texas, to Chuck and Kathleen Mullenweg and grew up in the Willowbend neighborhood. His older sister was born in 1974. His father, who died in 2016, was a computer programmer who worked for Brown & Root, and encouraged his children to start using home computers at an early age. His mother was a stay-at-home mother. The Mullenwegs were raised Catholic. He attended Kinder High School for the Performing and Visual Arts, studying jazz and playing the saxophone. Mullenweg suffered from migraines as a child that forced him to miss extended periods of school. He attended the University of Houston for two years, studying philosophy and political science. He dropped out after his sophomore year in 2004 to work for CNET, which promised him that he could allocate time to the development of WordPress. == Career == Mullenweg began blogging in 2002 on the open source platform b2. B2 developer Michael Valdrighi abandoned the project and Mullenweg took it over in 2003. He and Mike Little created a b2 fork that year they called WordPress and published it under the GNU General Public License. In March 2003, he co-founded the Global Multimedia Protocols Group (GMPG) with Eric A. Meyer and Tantek Çelik. In April 2004, he helped launch Ping-O-Matic, a mechanism for notifying search engines about blog updates. In October 2004, he was hired by CNET who would allow him to develop WordPress part-time as part of his job. He dropped out of college and moved to San Francisco for the position. === Automattic === After leaving CNET in 2005, Mullenweg founded Automattic as a fully distributed company. Toni Schneider was hired as CEO so Mullenweg could learn how to manage a large organization. During this period, Mullenweg focused on product development while Schneider managed the company. In January 2014, Mullenweg resumed the role of CEO, replacing Schneider. He led Automattic's expansion and a series of acquisitions, including WooCommerce in 2015, The Atavist Magazine in 2018, Tumblr in 2019, Pocket Casts in 2021, and Beeper in 2024. Mullenweg received the Heinz Award for Technology, the Economy and Employment in 2016, for "helping to democratize online publishing". Automattic's valuation reached $7.5 billion in 2021. At the time, WordPress hosted 28 million websites, or 40 percent of all websites on the Internet. == Public disputes == On several occasions, Mullenweg has publicly challenged competitors to WordPress and WordPress.com. He has stated that he prefers to settle disputes in the court of public opinion and described his approach as "brinksmanship", noting that the potential cost of legal action could put Automattic in a "tough spot". In 2008, shortly before WordPress 2.5's release, Six Apart's Movable Type published "A WordPress 2.5 Upgrade Guide"—a comparison of their CMS with their rival, WordPress—as a company blog article that Mullenweg characterized as "desperate and dirty". In 2013, developers on the digital marketplace Envato were banned from speaking at WordPress events after he criticized the platform for selling WordPress themes with the graphics and CSS components under a proprietary license instead of the GPL. In 2016, Mullenweg accused Wix.com, a competitor to WordPress.com, of reusing WordPress's mobile text editor code in Wix's own mobile app without adhering to the terms of the GPL. Despite the license's requirement to publish anything built with GPL code under the GPL, Wix's CEO claimed that the company open-sourced their forked version of the component and satisfied the license's terms before the app switched to its own fork of the MIT-licensed text editor that the WordPress editor was based upon. The new fork added a clause to the MIT license that forbids redistribution under any other license. In 2022, Mullenweg criticized GoDaddy for not reinvesting in the WordPress project sufficiently. On January 9, 2025, the representative of the WordPress Sustainability team, Thijs Buijs, resigned via WordPress.org’s Slack channel, citing dissatisfaction with Matt Mullenweg’s December 24, 2024, Reddit post titled “What drama should I create in 2025?” highlighting concerns about what he described as “unsustainable leadership”. In response, Matt Mullenweg thanked Thijs Buijs for reminding him of the existence of a sustainability team, announced its disbanding, and subsequently closed Wordpress.org's #sustainability Slack channel. === Tumblr === Mullenweg began a three-month sabbatical from his role as CEO at the beginning of February 2024. During that time, Mullenweg engaged in a public feud with a transgender Tumblr user who, frustrated with the failure of Tumblr (owned by Automattic) to address transphobic harassment, posted that she wished Mullenweg would die in a comedic way. The user was subsequently banned. Responding to user uproar, Mullenweg addressed the ban in posts on his personal Tumblr blog, in which he characterized the post as a death threat, and shared private account information about the user. Mullenweg also responded to individual commenters on Tumblr in posts and direct messages, and went to Twitter to respond to the banned user's tweets about the situation. A few days later, transgender employees of Tumblr and Automattic made a post on the official Tumblr staff blog characterizing his response as "unwarranted and harmful" and stating that he did not speak on their behalf. They also said that the user's post was not a realistic threat of violence and not the reason for her ban. === WP Engine dispute === == Audrey Capital == Mullenweg is a principal at angel investment firm Audrey Capital, which he co-founded in 2008 alongside Naveen Selvadurai and Audrey Kim. As of 2024, the company lists investments in companies such as CoinDesk, MakerBot, Sonos, SpaceX, Ring, as well as software companies including Calm, Chartbeat, DailyBurn, Memrise, Genius, Nord Security and Telegram. It has also funded startups that provide services to web developers including Creative Market, GitLab, NPM, SendGrid, Stripe and Typekit. From 2017 to 2019, Mullenweg also served as a board member for GitLab. Mullenweg has employed a team of contributors to WordPress through Audrey Capital since 2010, who work separately from Automattic. On the 20th anniversary of WordPress' initial release, Mullenweg announced a scholarship program aimed at the children of significant contributors to open-source projects.
Bridgefy
Bridgefy is a Mexican software company with offices in Mexico and California, the United States, dedicated to developing mesh-networking technology for mobile apps. It was founded circa 2014 by Jorge Rios, Roberto Betancourt and Diego Garcia who conceived the idea while participating in a tech competition called StartupBus. Bridgefy's smartphone ad hoc network technology, apparently using Bluetooth Mesh, is licensed to other apps. The app gained popularity during protests in different countries since it can operate without Internet, using Bluetooth instead. Aware of the security issues of not using cryptography and the criticism surrounding it, Bridgefy announced in late October 2020 that they adopted the Signal protocol, in both their app and SDK, to keep information private, though security researchers have demonstrated that Bridgefy's usage of the Signal Protocol is insecure. == Usage == The app gained popularity as a communication tactic during the 2019–2020 Hong Kong protests and Citizenship Amendment Act protests in India, because it requires people who want to intercept the message to be physically close because of Bluetooth's limited range, and the ability to daisy-chain devices to send messages further than Bluetooth's range. == Security == In August 2020, researchers published a paper describing numerous attacks against the application, which allow de-anonymizing users, building social graphs of users’ interactions (both in real time and after the fact), decrypting and reading direct messages, impersonating users to anyone else on the network, completely shutting down the network, performing active man-in-the-middle attacks to read messages and even modify them. In response to the disclosures, developers acknowledged that "no part of the Bridgefy app is encrypted now" and gave a vague promise to release a new version "encrypted with top security protocols". Later developers said they plan to switch to Signal Protocol, which is widely recognized by cryptographers and used by Signal and WhatsApp. The Signal Protocol was integrated into the Bridgefy app and SDK by late October 2020, with the developers claiming to have included improvements such as the impossibility of a third person impersonating any other user, man-in-the-middle attacks done by modifying stored keys, and historical proximity tracking, among others. However, in 2022, the same security researchers, now including Kenny Paterson, published a paper describing how Bridgefy's usage of the Signal Protocol was incorrect, failing to remedy the previously discovered issues. The researchers performed a demonstration, showing that it was possible for users to intercept messages intended for others without the sender noticing. The researchers disclosed the vulnerabilities to the developers of Bridgefy in August 2021, but, according to the researchers, the developers had yet to resolve the issues as of June 2022. On July 31, 2023, the security firm 7asecurity released a blog post and pentest report of a white box penetration test and overall security review of the Bridgefy app in collaboration with the platform's developers. Their review, which began in November 2022 and concluded in May 2023, identified multiple critical vulnerabilities throughout the application. Many of the issues were fixed, or partially fixed, before the end of the audit, including user impersonation and biometric bypass. Bridgefy also published a blog post on August 8, 2023, announcing the audit results.
Security switch
A security switch is a hardware device designed to protect computers, laptops, smartphones and similar devices from unauthorized access or operation, distinct from a virtual security switch which offers software protection. Security switches should be operated by an authorized user only; for this reason, it should be isolated from other devices, in order to prevent unauthorized access, and it should not be possible to bypass it, in order to prevent malicious manipulation. The primary purpose of a security switch is to provide protection against surveillance, eavesdropping, malware, spyware, and theft of digital devices. Unlike other protections or techniques, a security switch can provide protection even if security has already been breached, since it does not have any access from other components and is not accessible by software. It can additionally disconnect or block peripheral devices, and perform "man in the middle" operations. A security switch can be used for human presence detection since it can only be initiated by a human operator. It can also be used as a firewall. == Types == === Hardware kill switch === A hardware kill switch (HKS) is a physical switch that cuts the signal or power line to the device or disable the chip running them. == Examples == A cellphone is compromised by malicious software, and the device initiates video and audio recording. When the user activates the “prevent capture of audio/video” mode of the security switch, that either physically disconnects or cut the power to the microphone and the camera, which stops the recording. A laptop that has an embedded security switch is stolen. The security switch detects a lack of communication from a specific external source for 12 hours, and responds by disconnecting the screen, keyboard and other key components, rendering the laptop useless, with no possibility of recovery, even with a full format. A user wishes to prevent tracking of their location. The user then activates geolocation protection and the security switch disables all GPS communication, eliminating the possibility of tracking the device's location. A user desires to eliminate the possibility of their PIN being copied from their smartphone. They can activate the secure input function, causing the security switch to disconnect the touch screen from the operating system, so input signals are not available to any devices except the switch. A security switch performs scheduled monitoring and finds that a program is attempting to download malicious content from the internet. It then activates internet security function and disables internet access, interrupting the download. If laptop software is compromised by air-gap malware, the user may activate the security switch and disconnect the speaker and microphone, so it can not establish communication with the device. == History == Google started to work on a hardware kill switch for AI in 2016. In 2019, Apple, and Google, along with a handful of smaller players, are designing “kill switches” that cut the power to the microphones or cameras in their devices. Googles first product that implemented this is Nest Hub Max. Hardware kill switches are already available and widely tested on the PinePhone, Librem, Shiftphone, to cut power to the input peripherals (microphone, camera) but also the network connectivity modules (wifi, cellular network).
Fan loyalty
Fan loyalty is the loyalty felt and expressed by a fan towards the object of their fanaticism. Fan loyalty is often used in the context of sports and the support of a specific team or institution. Fan loyalties can range from a passive support to radical allegiance and expressions of loyalty can take shape in many forms and be displayed across varying platforms. Fan loyalty can be threatened by team actions. The loyalties of sports fans in particular have been studied by psychologists, who have determined several factors that help to create such loyalties. == Underpinning psychology == Given the extensive costs involved in managing and operating a professional team sport, it is beneficial for sports marketers to be conscious of the elements that establish a strong brand and the effect they have on fan loyalty, so they can best cater to their current fans while acquiring new ones. This is because fans and spectators are considered key stakeholders of professional sports organisations. Fans directly and indirectly influence the production of operating revenue through purchasing merchandise, buying game tickets and improving the value that can be obtained from television broadcasting deals and sponsorship. Therefore, fans are a key factor to consider in determining the economic success of a sports club. Deep psychological connections with new teams can be built with individuals before a team has even played a match revealing insights can develop quickly in the mind of consumers without direct encounters or experiences e.g. watching a team compete. Brand management approaches are helping sport organisations to expand the sport experience, appeal to new fans and enable long term business to consumer relationships through multi faceted connection such as social media. To affect consumers’ loyalty with a team, they must develop a compelling, positive and distinctive brand in order to stand out amongst competitor and vie for fan support. Loyalty programmes positively shape fan attachment and behaviour as it connects teams and their fans, aside from a club's season ticketholder database. It not only provides marketers with essential information about consumers and their thinking, but also acts as a channel to promote attendance and an opportunity to add value to their game day experience. Bauer et al. concludes that non product related attributes such as contextual factors (other fans, the club history and tradition, logo, club colours and the stadium atmosphere) hold a higher place in fan experience than product related attributes such as the team's winning record. Therefore, to increase fan loyalty (customer retention) Bauer et al. suggests sports marketers focus on targeting non product related benefits and brand attributes. As a result of fostering this loyalty, sports organisations can afford to charge prices at premium. Fan loyalty also leads to dependable ratings in broadcast media which means broadcasters can also charge premiums for advertising time in team broadcasts with loyal followings. A flow on effect from fan loyalty is the ability to create additional revenue streams outside of the core product such as merchandise shops and food venues that are close to the location of the game if the team chooses to own and operate ventures or share licensing agreements. Fan loyalty, particularly with respect to team sports, is different from brand loyalty, in as much as if a consumer bought a product that was of lower quality than expected, he or she will usually abandon allegiance to the brand. However, fan loyalty continues even if the team that the fan supports continues to perform poorly year after year. Author Mark Conrad uses the Chicago Cubs as an example of a team with a loyal fan following, where fans spend their money in support of a poorly performing team that (until 2016) had not won a pennant since 1945 or a World Series since 1908. They attribute it to the following factors: Entertainment Value The entertainment value that a fan derives from spectating motivates him/her to remain a loyal fan. Entertainment value of team sports is also valuable to communities in general. Authenticity This is described by Passikoff as "the acceptance of the game as real and meaningful". Fan Bonding Fan bonding is where a fan bonds with the players, identifying with them as individuals, and bonds with the team. Team History and Tradition Shank gives the Cincinnati Reds, all-professional baseball's oldest team, as an example of a team where a long team history and tradition is a motivator for fans in the Cincinnati area. Group Affiliation Fans receive personal validation of their support for a team from being surrounded by a group of fans who also support the same team. Fair Weather Fans Fans that engage when a team is good, and lose interest when a team is bad. Bandwagon Fans Fans who support the winning team, instead of supporting the same team year after year. Diehard Fans Fans who follow their team no matter if they are winning or losing. == Factors influencing fan loyalty == === Community === Fan loyalty attachment is strengthened through communal ties that connect fans around a team, forming a community that results in regular fan interaction. This interaction is particularly important as fans may not develop solely an intra-psychic team identity but predominantly display behavioural loyalty through the group consumption of indirect sport experiences instead, such as wearing the team colours, singing, cheering, flags and interaction between the sport's team's fans (e.g. laughing, talking) Through indirect sport experiences, the stadium atmosphere can be heightened and as a result, the frequency of fan attendance can increase. Furthermore, by wearing team apparel, fans can visually identify with one another resulting an increased likelihood of opportunities to engage with others socially through this point of connection. For example, a study on NASCAR fans found that their personal identity was connected to the brand itself as they felt connected to the larger community of NASCAR revealing an emotional connection to the brand. This indicates that their fan loyalty will result in the notion that fans are naturally more resistant to the promotional efforts of competing brands (e.g. lower-price offers) as their emotional commitment to NASCAR is greatly embedded in their sense of identity. When they associate themselves with the sponsors because of the sponsor's relation to the brand, they are solidifying their relationship with NASCAR and are therefore reinforcing their identity. Consequently, their fan loyalty translates into brand loyalty so long as the sponsor remains attached to the subject of their fanaticism, NASCAR, meaning they are less price sensitive and more willing to pay premium prices for sponsor's products or services. Another aspect of consumer behaviour regarding fan loyalty is the existence of consumption communities where members feel a sense of unity when they participate in the group consumption of brand sponsors’ goods and services further strengthening their ties to a brand and its sponsors. However, a strategy sports marketers use to appeal to a wider range of fan identities is to sponsor more than one club in sports such as soccer. This is so they are careful not to come across as a singularly affiliated club brand, where the opinion or perceptions of opposing teams’ fans would be one of disfavour towards them. === Brand association === Any benefit or characteristic connected to a brand as perceived by a consumer is called a brand association. These hold significance over the thoughts and opinions a consumer holds about a brand and can therefore influence one's loyalty. These associations provide a reference point to gauge the salience of a brand which is the perceived favourability associated with it. Brand salience is vital because it ultimately effects the likelihood of brand selection and loyalty leading to steadier spectator numbers, and an increase in attention from the media such as advertisers and sponsors. However, loyalty is a developmental process. According to Bee & Havitz (2010), spectators who are highly involved in the participation of a sport and exhibit psychological commitment, possess the capability to display high levels of behavioural loyalty as they develop into committed fans. On the other hand, neutral or negative feelings towards a team are found to foster indifference or cause an individual to disidentify with a team altogether. A model of ‘escalating commitment’, put forward by Funk and James (2001), demonstrates an individual's movement from ‘awareness’ of team to a subsequent ‘allegiance’ but came to the conclusion that more research was required to find out the key influences that lead one to the highest state of commitment. However, brand association development is fostered under brand management within a sports organisation. It is important for sports management research to identify t