Tribal Psychology And How to Build a Following Like David Wood And David Sharpe

The phenomenon was first formally noted by Robert Cialdini et. al. in a famous paper in 1976 "Basking in Reflected Glory: Three (Football) Field Studies." Cialdini and colleagues kept track of the apparel of students in psychology classes at seven major universities on the days after football games. On the days after the local team won, far more students were dressed in the tribal—oops, I mean, the team's colors—than after a loss. And when asked to verbally described the results of the game, far more students said "WE won" after a win, and "THEY lost' after a defeat.

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