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Is Your Team Losing?
When we experience our team winning or losing, it's a vicarious loss of whim. For some people who really associate with ther group, they'll do what psychologists call coughing or burging. Burging would be basking in the reflected glory yor group success. When the team loses, and they cut off any of that failure that might reflect back to them, they distance themselves from the team. Some people are so immersed in their sense of group identity that you can never switch one or the other off.