The Psychology Behind Fans Celebrating an Underdog's Success
The article uses the popularity of Dancing With the Stars contestant Guillermo Rodriguez to explain basking in reflected glory, or BIRG. Through BIRG, fans can feel vicarious success and a boost to self-esteem when someone they support does well. The opposite pattern, cutting off reflected failure, occurs when fans distance themselves after a favorite loses.
Social psychologist Robert Cialdini introduced BIRG in the 1970s to describe how supporters of a winner feel a shared triumph despite having no role in it. This connection can lift self-esteem and shape how people present themselves publicly. The reverse, CORF, happens when fans separate themselves from a favorite after a loss.
Guillermo Rodriguez, Jimmy Kimmel’s sidekick, became an unexpected standout on Dancing With The Stars with partner Witney Carson. His humor, openness about limited dance ability, and underdog status drew viewer support, with fans voting to keep him in the competition.
This story may resonate with viewers who follow underdogs, especially those seeking small self-esteem boosts through shared success. It could strengthen fan communities and voting participation around reality TV, while also highlighting how quickly audiences may distance themselves when a favorite falters. For media outlets, such narratives may encourage coverage that frames fandom as both social connection and impression management. The effect may be modest and personal rather than broad social change.