Die-Hard and Fair-Weather Fans: Effects of Identification on BIRGing and CORFing Tendencies

Abstract

Previous research has demonstrated that people are capable of strategic self-presentation; they decrease the distance between themselves and successful groups with which they have only the most trivial of associations, and strive to increase the distance between themselves and groups viewed negatively as a result of some perceived failure. These two processes, termed basking-in- reflected-glory (BIRGing) and cutting-off-reflected failure (CORFing) respectively, assist in the maintenance of self-esteem. The current study investigated the extent to which allegiance to a group would modify these general processes. In support of the hypotheses, higher fan identification resulted in increased tendencies to BIRG and decreased tendencies to CORF. In contrast, persons moderate or low in identification were less likely to BIRG and showed an increased likelihood to CORF. Discussion focuses on the role of identification with a group in terms of how it moderates coping with threats to an identity and its impact on self-esteem.

The Multiple In-group Identity Framework

“…If identification with a superordinate, sub, or relational group occupies a peripheral position in a person's self-concept, it is unlikely to be a strong reference frame for his or her decision-making. As research illustrates, weak identification relates to a lack of behavioural loyalty from consumers because it is not self-important (Wann & Branscombe, 1990). It follows, therefore, that unimportant sub and relational group identities exert a minimal effect on behaviour.…”

“…The propensity of sport consumers to bask in the reflected glory (BIRG) of winning teams provides a salient example of this phenomenon (Cialdini et al, 1976;Delia, 2015;Fink et al, 2002;Fisher & Wakefield, 1998;Trail et al, 2012). However, sport consumers also support unsuccessful teams (Fisher & Wakefield, 1998;Wann & Branscombe, 1990). In these cases, individuals achieve positive intergroup comparisons after losses by employing creative image maintenance strategies (Cialdini et al, 1976;Tajfel & Turner, 1979).…”

“…Since 1990, researchers have dedicated concerted attention to the causes and consequences of team identification (Wann & Branscombe, 1990, 1993. As a result, we know that team identification influences a range of variables, including social-psychological health (Wann, 2006), brand equity (Boyle & Magnusson, 2007), and match attendance (Wann & Branscombe, 1993).…”

Fan-family conflict : an examination of inter-role conflict between sport fan and family roles.

“…Fan identification -degree to which an individual perceives a psychological commitment to and emotional involvement with a sport organization (Sutton et aI., 1997;Wann & Branscombe, 1990;1993;Wann et aI., 2001) Inter-role conflict -"experienced when pressures arising in one role are incompatible with pressures arising itn another role" (Greenhaus & Beutell, 1985, p. 77) Time-based conflict -difficulty fulfilling role obligations due to time demands stemming from membership in alternative roles (Greenhaus & Beutell, 1985) Strain-based conflict -spillover effect of strain or stress experienced in one role affecting one's ability to fully perform in another (Greenhaus & Beutell, 1985) Behavior-based conflict -behavioral requirements of one role which are unsuited for another (Greenhaus & Beutell, 1985) Economic-based conflict -difficulty fulfilling financial commitments due to money spent in alternative role(s) Fan-family conflict -form of inter-role conflict in which participation in one's family role is made difficult due to sport fan role demands (Greenhaus & Beutell, 1985) Family -"people who think of themselves as part of the family, whether related by blood or marriage or not, and who support and care for each other on a regular basis" (Park et aI.,2003) Family involvement -the extent to which the family role is important and central to an individual's self-concept (Carlson & Perrewe, 1999;Parasuraman & Simmers, 2001) Family support -favorable attitudes towards or joint participation in fan role activities (Goff et aI., 1997) 23 CHAPTER II…”

“…Regarding perseverance, for example, where a runner may persevere in terms of injuries or endurance, sport fans, particularly highly identified fans, will remain loyal to a team even if it is losing (Kwon, Trail, & Lee, 2008;Wann & Branscombe, 1990). In terms of effort, where a runner may exert physical effort over the course of a race, sport fans exert effort travelling to and attending events.…”