ABSTRACT
How do sporting-event attendees visually or cognitively process sponsorship? In the context of a professional tennis event, the current study examined attendees' visual processing and need for cognition in sponsorship processing. Need for cognition is a personality variable in psychology that reflects the extent to which consumers engage in and enjoy effortful cognitive activities. Findings demonstrated how visual processing played a role in the way attendees perceived sponsorship. Attendees who were high in need for cognition more likely would evaluate a non-endemic sponsor as fitting with the event than attendees who were lower in need for cognition.
- © Copyright 2015 The ARF. All rights reserved.
ARF MEMBERS
If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In
Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00
Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.