Niusha Jones, Boise State University – Cheers to Defeat: How Sports Losses Decide Our Choice of Drinks

Can your sports team decide which drink you have tonight?

Niusha Jones, assistant professor of marketing at the College of Business and Economics at Boise State University, answers this question.

Dr. Niusha Jones is an Assistant Professor of Marketing at the College of Business and Economics at Boise State University. Niusha’s academic research focuses on consumer motivations and psychology of brand and product design, with a particular interest in the effects of design elements on shaping consumers feelings, thoughts, and behaviors. Her research has been published in leading outlets in marketing including the Journal of Marketing Research and the Journal of Advertising.

Cheers to Defeat: How Sports Losses Decide Our Choice of Drinks

Imagine your favorite football team just faced a tough defeat. It’s not just the game that’s lost; our choices in the aftermath tell an intriguing story about psychology and consumerism.

Our research, set against the fervent backdrop of the 2021 college football season, delved into liquor sales in a community where football isn’t just a game; it’s a way of life. We analyzed sales data for 145 liquor brands, each rated on a scale of perceived masculinity. The results? Quite eye-opening. Following a team loss, sales of brands perceived as more ‘masculine’—those embodying boldness and adventure—saw a significant spike.

This suggests that in the shadow of defeat, there’s a collective reach for symbols of toughness and resilience, perhaps as a way to counterbalance the sting of loss. It’s a dance of identity, using consumer choices as a means to express and cope with emotions.

The implications of this study extend far beyond the liquor aisle. It prompts us to consider how shared experiences, be they in sports, politics, or cultural shifts, influence our decisions in ways we might not consciously realize. It’s a window into how societal norms and psychology intertwine, shaping our actions in the everyday.

So, the next time your team faces a setback, and you find yourself reaching for a particular brand of drink, remember—it might be more than just taste guiding your hand. It’s a fascinating glimpse into the human psyche and how we navigate the highs and lows of life.