The social identity theory, when applied to sports fans, helps to explain their behavior. The social identity theory states that people are motivated to behave in ways that maintain and boost their self esteem. Having high self esteem is typically a perception of oneself as attractive, competent, likable and morally good person. These attributes make the person more attractive to the outside social world and making it more desirable for others to be in positive relationships with them. Without self esteem and the positive aspects that it brings into a person's life, a person feels alone and this isolation causes deep anxiety.
Sports can work to increase self-esteem for a person by association and affiliation .
By wearing the teams colors, attending every game, and knowing all the players' names, positions and stats, a fans begin to feel as if they are an integral part of the team. Therefore, when a team does well, they feel high self esteem in connection with their team's victory. They connect with the team as if they were playing the game themselves. The fan then seeks to join and retain membership in those groups that have the most potential for contributing positively to his or her identity, and therefore strengthening their own self esteem. The study consisted of male undergraduates who were asked questions on university related questionnaire, and then after they were told their score, they were asked to describe a favorable or unfavorable basketball game.