The Association Principle

According to the association principle, if we can surround ourselves with success that we are connected with in even a superficial way, our public prestige will rise. Researchers counted the number of school sweat shirts worn on monday mornings by students at seven prominent football universities. The results showed that many more home school shirts were worn if the football team had won its game on the prior saturday. What's more, the larger the margin of victory, the more such shirts appeared. It wasn't a close, hard fought game that caused the students to dress thmselves literally in success. Instead, it was a clear, crushing conquest, smacking of indisputable superiority.