<P> BIRGing is a widespread and important impression management technique to counter any threats to self - esteem and maintain positive relations with others . Some positive effects of BIRGing include increasing individual self - esteem and a sense of accomplishment . It can show pride of self, and pride for the other person's success, which in turn boosts one's own self - esteem . BIRGing can be negative when done too extensively that the individual engaging in BIRGing becomes delusional or forgets the reality that they did not actually accomplish the successful event . </P> <P> The opposite of BIRGing is cutting off reflected failure (CORFing). This is the idea that people tend to disassociate themselves from lower - status individuals because they do not want their reputations affected by associating with the people who are considered failures . </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> <P> A feeling of involvement is also necessary for BIRGing to occur . It is frequently seen as a cognitive process that affects behavior . In Bernhardt's et al. (1998) study, researchers examined physiological processes related to Basking in Reflected Glory, specifically, changes in the production of endocrine hormones . Endocrine system Fans watched their favorite sports teams (basketball and soccer) win or lose . The men's testosterone levels increased while watching their team win, but decreased while watching their team lose . Thus, this study shows that physiological processes may be involved with BIRGing, in addition to the known changes in self - esteem and cognition . </P>

The notion of basking in reflected glory was proposed by​