The meta-pattern for reasoning errors is question substitution. A question with an available answer is substituted for the actual query and the answer is translated using intensity matching if the units don't match.
In this case, the subjects were primed to recall the cheers of their football team by the context of a political survey. The question they substituted was, "Does this statement resemble any of the professed beliefs of my political affiliation?"
Their answers were never considered empirically. Most questions never are.
A article in the Atlantic, linked to by someone on the unofficial LW IRC channel caught my eye. Nothing all that new for LessWrong readers, but still it is good to see any mention of such biases in mainstream media.
I break here to comment that I don't see why we would expect this to be so given the reality of academia.