Research shows that when a favorite team wins or loses, it changes how fans dress and even how they talk about their team.
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.
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 own self-esteem,” he said.
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. 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.
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