A keen supporter of the England football team, he took saliva samples every 10 minutes during England's 2002 World Cup game against Argentina.
The samples revealed Lord Winston's testosterone levels doubled immediately after David Beckham scored a 44th-minute penalty goal and rose again when the final whistle confirmed England's 1-0 win.
The self-examination has echoes of Charles Darwin and his The Origin of Species.
It seems millions of years on the savannah has left a genetic imprint that compels modern humans to re-enact the survival of the fittest via sporting contests.
We respond to it at a very basic level.
Prof Steve Jackson, of the University of Otago School of Physical Education, Sport and Exercise Sciences, notes sport spectatorship provides a means by which more ''normal'' human beings can compare their athletic ability to elite performers.
''Sport is different from other forms of entertainment commodity,'' Prof Jackson said.
''We have all watched famous actors doing amazing stunts but, of course, those scenes are edited and might involve stunt doubles.
''In contrast, we can watch an athlete run 100m or jump really high. And because most of us have tried to do the same we have a better understanding of how hard it is to do some of these things.
''It's real drama and the potential for injury is real, too.''
Prof Jackson likens the experience of watching sport to riding a rollercoaster.
''You know technically it's safe, but you are deliberately scaring yourself, there is both a positive and negative stress involved.''
He points out there are varying levels to which sports fans invest themselves pyschologically, emotionally and/or financially.
''Sometimes, that investment isn't visible. Sure, some people paint their faces and yell, but others die a quiet death. They might not say anything, but it doesn't mean they don't care. Deep down inside, they will be hurting if there is a loss.''
Prof Jackson offers a strategy to mitigate the potential emotional fall-out of a significant sporting loss, it's called ''basking in reflected glory''.
''Some people might suggest you aren't a true fan if you don't put it all on the line and cheer loudly and do all those things, but basking in reflected glory adopts the approach, 'we won; they lost'.''
Go on, rationalise the experience: you have no control over the coach, no say over who gets selected.
So it's not your fault if the team loses, while on the other hand there's no harm in sharing in the sense of achievement that comes with a win.
