Recent consumer behavior research indicates many consumers overgeneralize the relationship between food energy (i.e., calories) and bodily energy (i.e., physical and cognitive performance). We extend this idea to sport consumers, conducting two experiments among sport fans that demonstrate the imperative role of framing. Our data indicate that rivalry games and vicarious losing both increase fans’ desire to consume high-calorie, nutrient-poor foods (that is, “unhealthy” food) when food is framed as a source of fuel. This effect derives from the overgeneralized belief that the function of food is to provide energy for the body. Conversely, vicarious winning instead results in fans displaying an increased preference for healthy and environmentally friendly foods. Thus, framing, rivalry, and the result of the focal game all play central roles in the healthiness of fans’ behavior. We unpack implications for marketing scholars and consumer managers.

• Tae Woong Yoo(University of Florida, USA)
• Yonghwan Chang(University of Florida, USA)