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This study’s purpose was to evaluate athlete willingness to seek help from various sport-titled and non sport-titled individuals when confronted with three common sport performance problem scenarios: midseason slump, return from serious injury, and desire to perform more optimally. Athlete intervention preferences were also assessed. Data were collected on a stratified (by gender) random sample of 60 NCAA Division I athletes. Using an observable one-point difference on a nine-point Likert-type scale and a corresponding moderate to large main effect (Cohen’s d < .40), results indicated that for all scenarios, athletes preferred seeking help from a coach over sport-titled professionals, whereas sport-titled professionals were preferred over counselors and clinical psychologists. Goal setting and imagery were the preferred interventions. Hypnosis and medication were less preferred. The discussion focuses on sport-related professional titles and athlete education to enhance service acceptability.

Published 4 decades ago, “Basking in Reflected Glory: Three (Football) Field Studies” (Cialdini et al., 1976) is the most influential study of sport consumer behavior. This article features re-creations of Studies 1 and 2, exactly 40 years after the original publication. The results of Study 1 were reproduced, with participants more than twice as likely to wear school-affiliated apparel after wins and 55% less likely after losses. The study also extends the BIRGing literature in its investigation of the influence of gender and the effect’s salience over time. Study 2’s results were not reproduced. However, study participants were significantly more likely to use first-person plural pronouns, providing further empirical evidence of BIRGing behaviors. This article makes a novel contribution to the sport consumer behavior literature by advancing the study of one of the field’s most foundational theories and serving as an impetus for future investigations of BIRGing motivations.