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However, its influence on ones\u2019 own sensory perception of an ingroup (or outgroup) associated brand\u2019s product (i.e. sponsor) is seldom documented and little understood. Here, we investigate the impact of social identity (i.e. team identification) with a football team on the sensorial experience and willingness to buy a beverage, said to be sponsoring the ingroup or the outgroup team. Ninety subjects participated in one of three sensorial experience conditions (matched identity: ingroup beverage; mismatched identity: outgroup beverage; control: no group preference). Each participant tasted the new sponsoring beverage and answered a questionnaire about their subjective sensorial experience of the beverage. EEG and BVP were synchronously collected throughout. Analyses revealed that team identification does not influence subjective responses and only slightly modulates physiological signals. All participants reported high valence and arousal values while physiological signals consistently translated negative affects across groups, which showed that participants reported to be happy\/excited about trying the beverage while their physiological signals showed that they were feeling sad\/depressed\/angry. Crucially, despite a similar sensorial experience, and similar socially desirable report of the subjective experience, only participants in the matched identity group demonstrate higher willingness to buy, showing that the level of team identification, but not taste or beverage quality, influences willingness to buy the said sponsor\u2019s product.<\/jats:p>","DOI":"10.1371\/journal.pone.0254940","type":"journal-article","created":{"date-parts":[[2021,7,28]],"date-time":"2021-07-28T17:27:36Z","timestamp":1627493256000},"page":"e0254940","update-policy":"https:\/\/doi.org\/10.1371\/journal.pone.corrections_policy","source":"Crossref","is-referenced-by-count":2,"title":["Sports ingroup love does not make me like the sponsor\u2019s beverage but gets me buying it"],"prefix":"10.1371","volume":"16","author":[{"given":"Sara","family":"Franco","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0003-4067-0386","authenticated-orcid":true,"given":"Ana Maria","family":"Abreu","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2752-4317","authenticated-orcid":true,"given":"Rui","family":"Biscaia","sequence":"additional","affiliation":[]},{"given":"Sandra","family":"Gama","sequence":"additional","affiliation":[]}],"member":"340","published-online":{"date-parts":[[2021,7,28]]},"reference":[{"key":"pone.0254940.ref001","volume-title":"Sport fans: The psychology and social impact of spectators","author":"DL Wann","year":"2001"},{"issue":"4","key":"pone.0254940.ref002","doi-asserted-by":"crossref","first-page":"288","DOI":"10.1123\/jsm.27.4.288","article-title":"Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions","volume":"27","author":"R Biscaia","year":"2013","journal-title":"Journal of Sport 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