TY - JOUR T1 - Visual Processing and Need for Cognition Can Enhance Event-Sponsorship Outcomes JF - Journal of Advertising Research JO - J Advert Res SP - 206 LP - 215 DO - 10.2501/JAR-55-2-206-215 VL - 55 IS - 2 AU - Angeline G. Close AU - Russell Lacey AU - T. Bettina Cornwell Y1 - 2015/06/01 UR - http://www.journalofadvertisingresearch.com/content/55/2/206.abstract N2 - 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. ER -