<P> One of the most influential studies of this phenomenon was done by Robert Cialdini in 1976 known as The Three ( Football ) Field Study . He discovered that the students sought to have the success of their football team linked to them by wearing school - identified apparel . These students associated themselves with a success , even though they in no way affected or caused the success . Through three different experiments , Cialdini was able to demonstrate the BIRGing phenomenon . The first experiment demonstrated BIRGing by showing that students have a greater tendency to wear apparel with the university 's colors and name after the football team had won a game . In the second experiment , subjects used the pronoun `` we '' to associate themselves more with a positive than a negative source . This was shown most prominently when their public reputation was at risk . When the subjects failed a task , they had a greater tendency to affiliate themselves with a winner , and less of a tendency to associate themselves with a loser . The third experiment replicated the finding that students used the pronoun `` we '' more when describing a victory compared to a non-victory by their school 's football team . The researchers found that BIRGing is an attempt to enhance one 's public image . The tendency to proclaim a connection with a positive source was strongest when one 's public image was threatened . Thus , people bask in reflected glory to boost their self - esteem by associating themselves with a positive source . </P>
<P> One of the most influential studies of this phenomenon was done by Robert Cialdini in 1976 known as The Three ( Football ) Field Study . He discovered that the students sought to have the success of their football team linked to them by wearing school - identified apparel . These students associated themselves with a success , even though they in no way affected or caused the success . Through three different experiments , Cialdini was able to demonstrate the BIRGing phenomenon . The first experiment demonstrated BIRGing by showing that students have a greater tendency to wear apparel with the university 's colors and name after the football team had won a game . In the second experiment , subjects used the pronoun `` we '' to associate themselves more with a positive than a negative source . This was shown most prominently when their public reputation was at risk . When the subjects failed a task , they had a greater tendency to affiliate themselves with a winner , and less of a tendency to associate themselves with a loser . The third experiment replicated the finding that students used the pronoun `` we '' more when describing a victory compared to a non-victory by their school 's football team . The researchers found that BIRGing is an attempt to enhance one 's public image . The tendency to proclaim a connection with a positive source was strongest when one 's public image was threatened . Thus , people bask in reflected glory to boost their self - esteem by associating themselves with a positive source . </P>
the notion of basking in reflected glory was proposed by ​
the notion of basking in reflected glory was proposed by ​
Robert Cialdini
Robert Cialdini