The 2024 Paris Olympics are about to kick off, providing people with exciting sports events to enjoy in the scorching summer days. However, it is worth noting that research shows that watching sports events can affect how people eat, and watching the wrong match might result in a rounder belly.
Researchers Birau Mia, assistant professor of marketing at Emlyon Business School in France, and Carolina O.C. Werle, marketing professor at Grenoble École de Management, wrote in an article on The Conversation website that engaging in physical activities tends to increase food intake, and watching sports events on screens also impacts food consumption.
According to their study, watching sports videos leads to an increase in candy consumption, with the type and difficulty of the sports playing a significant role in this regard.
In their research, 112 students were invited to the laboratory to watch videos and taste some candies. Half of the students watched footage of men and women engaging in sports, while the other half watched videos without any physical activity.
Subsequently, each student was given a cup of 70 grams of candy and asked to taste and evaluate them over a 3-minute period. The results showed that students watching sports videos consumed more candies than those watching non-physical activity videos.
This preliminary test result indicates that watching sports videos increases candy consumption. Notably, male students consumed more candies than female students, possibly due to consuming more candies in general. Additionally, researchers are uncertain whether the type of sports watched affects candy consumption.
To further understand the reasons behind these findings, researchers only invited female students to watch videos showcasing simple sports (such as jogging) or challenging sports (such as long jump, gymnastics, baseball, rugby, or rock climbing). These female students were then asked to taste the same candies as before.
The results revealed that female students watching videos of simple sports consumed 30.1 grams of candy, while those watching challenging sports consumed 18 grams of candy. The former group ate more candies.
Therefore, researchers concluded that the difficulty level of sports significantly influences candy consumption. Compared to watching challenging sports, watching simple sports makes it easier to consume more candies.
Mia and Werle stated that to explain their research findings, they examined a previous study on goals and motivations. The study suggested that when people feel they have not achieved their goals, they tend to exert more effort; however, once they see progress, they slack off.
For instance, individuals striving for health may feel significant progress after exercising and then relax their efforts. This could lead to a decrease in motivation for related goals such as healthy eating.
Another study indicated that achieving smaller goals (such as exercise) may make people feel they can take a break, potentially leading them to indulge more in food. Therefore, completing exercise might make one more likely to reward themselves with extra food.
As for why female individuals are more prone to consuming more candies after watching videos of simple sports, the researchers explained that it is straightforward. Long-standing research indicates that women are more concerned about their weight than men, making their dieting goals more pronounced.
The researchers’ study suggests that merely watching sports matches can create a sense of substituting actual fitness goals. When people imagine themselves participating in the match they are watching, they feel as if they have already exercised, potentially leading them to consume more food.
If they believe they are watching an easy sport rather than a difficult one, they are more likely to imagine themselves exercising and thus feel greater progress in achieving fitness goals. This perceived achievement may make them feel entitled to indulge, thereby increasing their food intake.
So, what can we learn from this study? Pay attention to how watching sports events influences our eating habits. If you aim to maintain a healthy diet, consider watching more challenging sports matches, as it may help you resist the temptation to indulge in chocolate bars.
Furthermore, when setting dieting goals, remind yourself that true progress comes from consistent effort, not just imagining yourself exercising. Engage in activities that genuinely challenge you and be mindful of your eating habits. This way, you can avoid falling into the trap of prematurely completing fitness goals and then overindulging.
In conclusion, if you want to maintain your dietary habits, you can still watch the Olympic matches, but it is advisable to choose the sports you find most challenging and watch them without restraint.