Basking in Reflected Glory: Three (Football) Field Studies

  title={Basking in Reflected Glory: Three (Football) Field Studies},
  author={Robert B. Cialdini and Richard C. Borden and Avril Thorne and Marcus Randall Walker and Stephen W. Freeman and Lloyd Reynolds Sloan},
  journal={Journal of Personality and Social Psychology},
The tendency to "bask in reflected glory" (BIRG) by publicly announcing one's associations with successful others was investigated in three field experiments. All three studies showed this effect to occur even though the person striving to bask in the glory of a successful source was not involved in the cause of the source's success. Experiment 1 demonstrated the BIRG phenomenon by showing a greater tendency for university students to wear schoolidentifying apparel after their school's football… 

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