Basking in reflected glory: Three (football) field studies.

The tendency to in reflected (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 team had been victorious than nonvictorious. Experiments 2 and 3 replicated this effect by showing that students used the pronoun tee more when describing a victory than a nonvktory of their school's football team. A model was developed asserting that the BIRG response represents an attempt to enhance one's public image. Experiments 2 and 3 indicated, in support of this assertion, that the tendency to proclaim a connection with a positive source was strongest when one's publk image was threatened.