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Previous research in psychology and neurosciences on negativity effect claims that negative events have more impact than positive ones. In an emotional context like the sports industry, being a fan has implications at all levels: psychological, mental and behavioural. Deepening the theme of memory from a psychological perspective, the present study theorises about the hypothesis of positivity effect in memory in the behaviour of sport fans in consumer neuroscience studies. Theoretical contribution and managerial suggestions are presented, in addition, as direction for further research. <\/jats:p>","DOI":"10.1177\/09732586211034929","type":"journal-article","created":{"date-parts":[[2021,8,23]],"date-time":"2021-08-23T07:16:59Z","timestamp":1629703019000},"page":"347-355","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":5,"title":["What is the Role of Memory in Consumer\u2013Brand Relationship? 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