If their team wins, fans wear team colors the following day and brag about how “we” won the day, a behavior researchers have dubbed “basking in reflected glory,” or BIRGing.
But if their team loses, fans cast off their team jerseys and talk about how “they” did not perform as well, thereby “cutting off reflected failure,” or CORFing.These behaviors are “all interconnected, and they all have to do with self-esteem,” said an associate professor of sports administration at the University of North Carolina at Chapel Hill.
How a team’s win or loss reflects on the fan
They surreptitiously monitored — with approval of the institutional review board — how many of over 200 students wore school-affiliated apparel during roll call for each class, throughout the college football season at seven universities.
The researchers found that if a student’s football team won a game, it more than doubled the odds of the student wearing the team’s apparel in the following class. Winning also more than tripled the likelihood of wearing more than two articles of team-branded clothing. This BIRGing effect also diminished for each day that elapsed since the game.
Conversely, a loss significantly reduced the odds of wearing team apparel by more than half and reduced the odds of wearing two or more articles of team clothing by over 70 percent.
These findings tally with the original study, Jensen said. Sports fans “choose to wear the apparel to signal to members of both the in-group and out-group which team they’re affiliated with, and they’re doing so to boost their self-esteem,” he said.
Winning or losing not only changed how fans dressed, but also how they talked about their affiliation to the team to signal whose side they are on.
Billings and his colleagues used machine learning to analyze more than 7,000 geo-tagged tweets made during 2018 World Cup matches pitting England against Croatia and Colombia to analyze BIRGing and CORFing in real-time.
They found that English fans tended to bask in reflected glory when England was leading or victorious, increasing the use of pronouns such as “we,” “us” and “our” to show their affiliation with the soccer team when their team scored or saved a goal. In contrast, the fans used pronouns such as “they,” “them” and “their” when England trailed or lost. Interestingly, fans still BIRGed when their team was ultimately defeated by Croatia, probably because the team still made it to the semifinals — an accomplishment for England in the World Cup.
“It's really about how sports becomes a conduit for feeling a part of the in-group or being part of a group membership,” Billings said.
There are hints that these sports matches can affect fan physiology as well as their sense of self-esteem and belonging.
collected the saliva of 21 male fans watching the 1994 televised World Cup soccer match between Brazil and Italy to measure their testosterone levels before and after the match.
After Brazil won the match on a penalty kick, their fans’ testosterone increased, while the testosterone of the losing Italian team fans decreased.
(Interestingly, the Italian fans were also less willing to provide salivary samples the day following their team’s defeat; one Italian postgame sample was also contaminated with blood and couldn’t be used.)
But just because a team you are cheering for wins does not mean you will BIRG for them, especially if your team was an unexpected winner.
“You might hold off a little bit, because, you know, there’s always generally a next game” which your underdog team may well lose, Jensen said.
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