Jonathan A. Jensen
T. Christopher Greenwell
Cori Coleman
Matt Stitsinger
and Damon Andrew

In the years since basking in spite of reflected failure (BIRFing) was hypothesized, no empirical evidence has confirmed its existence, nor have the various hypothesized antecedents been investigated. This multiphase study makes a much-needed contribution to the sport consumer behavior literature in its investigation of BIRFing behaviors, utilizing a sample of long-suffering fans of the Chicago Cubs. Results confirmed that diehard fans do BIRF, the behavior is predicted by team identification, and that loyalty and camaraderie are antecedents. Data collection for the study’s second phase...Read more

Jonathan A. Jensen
T. Christopher Greenwell
Cori Coleman
Matt Stitsinger
and Damon Andrew

In the years since basking in spite of reflected failure (BIRFing) was hypothesized, no empirical evidence has confirmed its existence, nor have the various hypothesized antecedents been investigated. This multiphase study makes a much-needed contribution to the sport consumer behavior literature in its investigation of BIRFing behaviors, utilizing a sample of long-suffering fans of the Chicago Cubs. Results confirmed that diehard fans do BIRF, the behavior is predicted by team identification, and that loyalty and camaraderie are antecedents. Data collection for the study’s second phase...Read more

Brendan Dwyer
Rebecca M. Achen
and Joshua M. Lupinek

Basking in reflected glory (BIRGing) and cutting off reflected 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...Read more