Puma 'white paper' by Droga5

Analysing the theory that men are more in love with their teams than their wives, the results concluded that fans' affection is five times stronger for their partners than their team. More information is available on the campaign website.

The research was carried out by the University of Bristol’s School of Experimental Psychology and led by Professor Bruce Hood and Professor Marcus Munafo, experts in the fields of developmental and biological psychology.

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