Cornwell, T. BettinaSetten, Eric2020-09-242020-09-242020-09-24https://hdl.handle.net/1794/25678My dissertation looks at how consumers view food and beverages either as a means to enjoy themselves as sports fans or as a means to improve physical performance as athletes. The first essay, “Eat to Win, Not to Lose,” focuses on reframing health appeals targeting men. Eating a healthy diet should be framed as a way to win in athletic competition, which is consistent with masculine identity, rather than as a way to lose weight, which is perceived as a feminine goal. The experimental studies show how framing consumption decisions in terms of being an athlete rather than being a sports fan can lead men to making healthier decisions. Eye tracking data shows how framing healthy eating in terms of improving athletic performance causes men to restrict their consideration of beverages and snacks to healthier options. The second essay, “Tempting Sponsors” focuses on the implications of a mismatch between consumers’ perception of brand healthiness and participatory sporting events which are viewed as a way to encourage a healthy, active lifestyle. Eye tracking data suggests that when consumers have a goal to compete at a participatory sporting event, they avoid looking at unhealthy food to protect their goal to compete. We also show that perceived healthiness is an important factor when consumers consider brands as sponsors for participatory sporting events, with healthier brands seen as having a better fit for these types of events.en-USAll Rights Reserved.eye trackingfood choicerole framingElectronic Thesis or Dissertation