In my hometown, at a wedding or a funeral, you will not see people dressed in a blue jersey with the number 17 sewn on the front. But it seems like just about everywhere else—at sports bars, of course, but also at the supermarket, in the neighborhood, even at the office on “casual Fridays”—fans are honoring the Buffalo Bills quarterback, Josh Allen. Meanwhile, admirers are joining his fame, celebrating his stellar performances, and together with one voice, cheering his prospects. It says so on the pullover, the hoodie, the t-shirt, and the coffee mug. As it happens so far early in this season, “we” are winning, spectacularly. “We” I use the pronoun advisedly. Fifty years ago, a young psychologist, Robert B. Cialdini, and his colleagues noticed a very interesting phenomenon when they conducted field experiments into fans’ emotions. They found that people tended to personally associate themselves with a team’s success even though they had nothing, per se, to do with it. (Perhaps the loud “home-field advantage” is a possible exception as the 13th Man …