From Fan to Fat? Vicarious Losing Increases Unhealthy Eating, But Self-Affirmation Is an Effective Remedy

Yann Cornil, INSEAD, France
Pierre Chandon, INSEAD, France
Could rooting for a losing football team make you fat? We find saturated fat and calorie intake increase following the defeat of the local NFL team. This effect is larger for close games and unexpected defeats. We replicate this finding in the laboratory and test the remedial effect of self-affirmation.
[ to cite ]:
Yann Cornil and Pierre Chandon (2013) ,"From Fan to Fat? Vicarious Losing Increases Unhealthy Eating, But Self-Affirmation Is an Effective Remedy", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.