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Yes we did! Basking in reflected glory and cutting off reflected failure in the 2008 presidential election

by Chris B Miller
Analyses of Social Issues and Public Policy (ASAP) ()

Abstract

In two studies, the tendency to Bask in Reflected Glory (BIRG) or Cut Off Reflected Failure (CORF) was examined in the context of the 2008 presidential election. Experiment 1, a field study, found that yard or window signs endorsing successful Democratic candidate Barack Obama were displayed longer than signs endorsing his opponent. Experiment 2 utilized a survey methodology to explore moderators of the BIRG effect implied by prior research. Self-esteem was shown to moderate CORF, such that individuals with lower self-esteem distanced themselves from the unsuccessful presidential candidate. Other moderators consistent with the cognitive consistency basis of BIRG, strength of identification and self-serving attributions, were not. Reasons for these findings are discussed, and future directions for research on BIRG are proposed. (PsycINFO Database Record (c) 2010 APA, all rights reserved) (journal abstract)

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