"What a waste of time."
Consider why it was published:
1) it was part of a study of human behaviour, these sorts of things are useful to know in evolutionary studies
2) (most likely) it's a good advertisement for Portsmouth Uni, coincidentally 2 weeks before admission deadlines close (15th Jan), particularly for the Sports & Exercise Science course starting in September.
3) (less likely, but plausible), it's not uncommon for sponsored research work. Wouldn't be at all surprised if I saw Schuh or similar quoting the results.
But of the likeliest options, I'd go with 2, with a mixture of 1.