%0 Journal Article %A Angeline G. Close %A Russell Lacey %A T. Bettina Cornwell %T Visual Processing and Need for Cognition Can Enhance Event-Sponsorship Outcomes %B How Sporting Event Sponsorships Benefit From the Way Attendees Process Them %D 2015 %R 10.2501/JAR-55-2-206-215 %J Journal of Advertising Research %P 206-215 %V 55 %N 2 %X 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. %U https://www.journalofadvertisingresearch.com/content/jadvertres/55/2/206.full.pdf