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Clubs could use the study’s findings to align their food offering with the team’s performances
Natural light reduces energy costs
THE PEOPLE WHOSE TEAM LOST OPTED FOR CHIPS AND SWEETS – AND IGNORED THE HEALTHIER OPTIONS
sport outcomes influence reckless driv- ing, heart attacks, and even domestic violence, no one had examined how they influence eating. The data allowed us to look at people living in cities without an NFL team or with a team that didn’t play on that particular day, providing us with two control samples.” Cornill added that the status of sport
in the US makes it an ideal location in which to conduct studies. “Sport is a very important part of American life and there’s no bigger sport than football,” he says. “More than 60 per cent of all Amer- icans class themselves as football fans. On the day of a big match, more than half the population of a city will sit down to watch the “home town” team’s game on the TV. This meant that the sample included both male and female fans and also that it covered a wide age range. The researchers also wanted to see
whether people outside the US would react similarly to experiencing a disap- pointing sporting result. The INSEAD team asked a group of French people to write about a time when their favor- ite team lost or won and then choose something to eat. In a task conducted under laboratory conditions the peo- ple who had been asked to write about their team losing opted to eat chips and
Issue 2 2013 © cybertrek 2013
sugary sweets – and ignored the health- ier choice of grapes and tomatoes. The group who wrote about winning pre- ferred the healthier options on offer. For Cornill, this was proof that the find- ings from the US study are applicable in other countries – especially in developed nations in which sport plays an impor- tant part in people’s lives. “Sport affects people’s lives all around
the world and there’s still so much more we can study around people’s behav- iour when it comes to food,” Cornill said. “While the results of the studies in the US and Europe mirror each other, it would be interesting to do a similar survey in a country like India and see how cricket fans react to defeats and wins.” So what do these findings mean for
clubs – especially those who experience varied success? What can – or should – they do to help suffering fans to avoid further misery by piling on the pounds? Cornill says clubs could form partner-
ship with caterers and restaurants who are always eager to find a receptive market for their products. “While I’d be hesitant to promote unhealthy eating, clubs might want to form ties with food companies,” he said. The question is, should they exploit fans’ need for comfort food or try to combat this instinct?
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