Department of Marketing, INSEAD.
Psychol Sci. 2013 Oct;24(10):1936-46. doi: 10.1177/0956797613481232. Epub 2013 Aug 7.
Using archival and experimental data, we showed that vicarious defeats experienced by fans when their favorite football team loses lead them to consume less healthy food. On the Mondays following a Sunday National Football League (NFL) game, saturated-fat and food-calorie intake increase significantly in cities with losing teams, decrease in cities with winning teams, and remain at their usual levels in comparable cities without an NFL team or with an NFL team that did not play. These effects are greater in cities with the most committed fans, when the opponents are more evenly matched, and when the defeats are narrow. We found similar results when measuring the actual or intended food consumption of French soccer fans who had previously been asked to write about or watch highlights from victories or defeats of soccer teams. However, these unhealthy consequences of vicarious defeats disappear when supporters spontaneously self-affirm or are given the opportunity to do so.
利用档案和实验数据，我们发现，当球迷最喜欢的足球队输球时，他们会替代性地感到挫败，这导致他们摄入的不健康食物减少。在周日国家橄榄球联盟（NFL）比赛后的星期一，输球城市的饱和脂肪和食物卡路里摄入量显著增加，赢球城市的摄入量减少，而没有 NFL 球队或有 NFL 球队但该队未参赛的可比城市的摄入量则保持在正常水平。当对手势均力敌，且失败比分接近时，在拥有最铁杆球迷的城市，这些影响更大。当我们测量之前被要求描述或观看足球队胜利或失败高光时刻的法国足球迷的实际或预期食物消费时，也得到了类似的结果。然而，当支持者自发地自我肯定或有机会这样做时，这种替代性挫败的不健康后果就会消失。
