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Abstract
Basking in reflected glory (BIRGing) and cutting offreflected failure (CORFing) behaviors have been exhibited by sport spectators and measured by marketing researchers for decades. It has been established that these highly personal, yet socially focused reactions to team outcomes are fundamental components of the sport fan experience. The current study sought to extend this line of research by comparing fantasy footballrelated BIRGing and CORFing behavior to traditional NFL team-related behavior. An experience sampling method was utilized, and a sample of fantasy football participants was systematically surveyed four times throughout the first 14 weeks of the 2014 NFL season. The results of the current study suggest that the socialpsychological reactions witnessed in traditional team fandom were replicated through fantasy participation. However, sub-dimensional differences were also uncovered between the forms of NFL fandom. These may speak to the distinctiveness of the activities particularly related to the social significance of fantasy football participation.
Keywords: BIRGing, CORFing, National Football League, fantasy football, sport fandom
Introduction
Originating in the field of social psychology, basking in reflected glory (BIRGing) is an image management method that occurs when individuals broadcast their association with successful others regardless of the significance of the affiliation or connection (Cialdini et al., 1976). Conceptually, Cialdini et al. (1976) suggested BIRGing behavior was explained by Heider's (1958) balance theory, wherein individuals attempt to make perceived relations between two independent concepts match. Thus, if a sport fan connects with a sport team and that team is successful, those around this fan will balance their perceived relationship of the sport fan and the successful team by transferring the team's success to the fan.
The counterpoint to BIRGing, cutting offreflected failure (CORFing), was uncovered a decade later as an additional image management technique to explain the other side of the balance equation (Snyder, Lassegard, & Ford, 1986). CORFing occurs as individuals attempt to distance themselves from unsuccessful organizations or individuals (Wann & Branscombe, 1990). In general, BIRGing serves as a way to enhance ego, and CORFing serves as a way to preserve it (Wann & Branscombe, 1990).
Given the unpredictable nature of sport and the lack of control exhibited by sport marketers over the onfield performance, it is paramount for organizations to understand the impact of competitive outcomes on...