The streaking star effect: Why people want superior performance by individuals to continue more than identical performance by groups.

We present evidence in 9 studies (n = 2,625) for the Streaking Star Effect-people's greater desire to see runs of successful performance by individuals continue more than identical runs of success by groups. We find this bias in an obscure Italian sport (Study 1), a British trivia competition (Study 2), and a tennis competition in which the number of individual versus team competitors is held constant (Study 3). This effect appears to result from individual streaks of success inspiring more awe than group streaks-and that people enjoying being awe-inspired. In Studies 4 and 5, we found that the experience of awe inspired by an individual streak drives the effect, a result that is itself driven by the greater dispositional attributions people make for the success of individuals as opposed to groups (Study 6). We demonstrate in Studies 7a and 7b that this effect is not an artifact of identifiability. Finally, Study 8 illustrates how the Streaking Star Effect impacts people's beliefs about the appropriate market share for companies run by a successful individual versus a successful management team. We close by discussing implications of this effect for consumer behavior, and for how people react to economic inequality reflected in the success of individuals versus groups. (PsycInfo Database Record (c) 2021 APA, all rights reserved).