Remembering for a moment that we're all just a bag of chemicals which evolution has formed in a particular way, it would make sense for developed emotions, to encourage group activity and care for each other.
But evolution also gives us the power of rational independent thought, and the ability to alter our feelings about things. We can and do conrol our emotions, and change them over a period.
That quickly gets into the philosophy of morality and how it steers us. The point is that we can recognise that we have "animal emotions" but we can work out what to do based on a deeper belief system. For some that's a cosy off-the-shelf one (religion), for others not.
Accumulating with other people in certain situations may be comforting at some level for some, but something to avoid for others.
I wouldn't say that I would avoid it, but I have reached the stage in my life where I don't feel it necessary to buy my preferred football team's shirt to watch them play. I don't feel like I need affirmation from fellow supporters. My lack of purchase has no bearing on my disappointment if (read: when) they lose.