The purpose of the study was to examine whether personality traits predict one’s likelihood of basking in reflected glory (BIRGing) and cutting off reflected failure (CORFing) and to what extent team identification would mediate those effects. A path analysis was conducted to empirically test relationships between personality, team identity, and BIRGing/CORFing behaviors using the Honesty-Humility emotionality extraversion agreeableness conscientiousness openness to experience (HEXACO)-Personality Inventory (HEXACO-PI), Sport Spectator Identification Scale, and BIRGing and CORFing scales. The HEXACO-PI provides a theoretical framework to examine the degree to which six broad personality domains and several underlying personality traits influence behavior. A survey utilizing a national sample of 715 participants indicates several narrow underlying personality traits predict BIRGing and CORFing behaviors. Using this personality framework presents a new area of research for sport communication theories. The practical applications and future research examining the role of personality in sport communication and sport marketing is offered in conclusion.
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