Politics and Basking-in-Reflected-Glory: A Field Study in Flanders

Abstract

This field study tested whether the basking-in-reflected-glory phenomenon would emerge in a political context. Two days before the general elections in Flanders (Belgium), 3 urban regions were systematically surveyed by 10 observers. These observers unobtrusively registered the addresses of private houses that displayed at least 1 poster (N = 482) or 1 removable lawn sign (N = 180) supporting a political party. The day after the elections, the observers checked whether the registered houses still displayed their poster(s) or lawn sign(s). A strongly positive linear relation was found between the proportional win-loss of the various political parties (compared with the previous elections) and the percentage of houses that continued to exhibit the poster(s) or lawn sign(s) in favor of that party: The better the election result, the more houses that still displayed their poster(s) or lawn sign(s). Two complementary processes seem to account for the observations: a tendency to flaunt one's association with a triumphant party (i.e., basking-in-reflected-glory) and a tendency to conceal one's association with a defeated party (i.e., cutting-off-reflected-failure). A follow-up indicated that basking-in-reflected-glory lasted for at least 1 week after the elections.The concept of basking-in-reflected-glory (BIRG) refers to a tendency of people to display or accentuate their association with successful others. This phenomenon has been demon-

Context and Identification in Persuasive Mass Communication

“…The literature on ''basking in reflected glory'' (BIRGing) supports this idea. For instance, individuals are more likely to cognitively and publicly associate with a third party when that group has just won an athletic contest (Cialdini et al, 1976) or political victory (Boen et al, 2002). While this pattern has not been applied to media quality in the past, it could be inferred that as the quality of the media increases, audience members will be more likely to identify with the creators of the media as a way of improving their own self-esteem.…”

Social comparison among competing firms

“…Elsbach and Bhattacharya (2001) found that members of the National Rifle Association (NRA) who perceived that the NRA's reputation would be poor were inclined to separate themselves from the NRA. Along similar lines, Boen et al (2002) revealed that people tend to avoid being perceived as a supporter of defeated parties after a political election. The same logic applies to organizations that avoid being evaluated in the same league with less reputable others.…”

“…Competitive comparison is one type of social comparison. According to social comparison theory, a comparison between two actors can be viewed as an affiliation (see Buunk and Gibbons, 2007) through which the two actors being compared are considered to be in the same league (Boen et al , 2002; Snyder, Higgins, and Stucky, 1983). 2 Following this logic, competitive comparison, depending on the targets of the comparisons, can create an opportunity for a focal firm to manage its public image and achieve market success.…”

“…This phenomenon of avoidance is called cutting off reflected failure (Snyder et al , 1983). Avoiding comparison with less reputable others prevents an actor's image from the deterioration that may occur through comparisons with those who are not as successful (Boen et al , 2002; Snyder et al , 1983). Several studies have empirically confirmed social actors' avoidance of being compared with less reputable others.…”

Leaders and Heroes: Modern Day Archetypes

“…The desire to be associated with success can play an important role in leadership. Boen et al (2002) observed that individuals will keep lawn signs out longer for political candidates. Bernherdt, Dabbs, Fielden & Lutter, (1998) found an increase in testosterone levels among men when affiliated teams were winning games.…”