'How the Anticipation Can Be as Great as the Experience: Explaining Event Sponsorship Exhibit Outcomes Via Affective Forecasting'

Journal of Contemporary Issues in Advertising, Forthcoming

32 Pages Posted: 16 Jan 2012

See all articles by Angeline Close Scheinbaum

Angeline Close Scheinbaum

University of Texas at Austin; Clemson University

Russell Lacey

Xavier University

Date Written: January 16, 2012

Abstract

Via field surveys of attendees at a sporting event (n=1,739), the authors contribute a model showing that event attendees’ participation in the title sponsors’ main exhibit area at the event favorably influences their future intentions to purchase from the sponsor. Yet, there is an important difference between those attendees who already experienced the title sponsor’s exhibit area versus attendees who planned to visit the exhibit areas later. Interestingly, attendees who have yet to attend the exhibit area feel more strongly that the event sponsorship enhanced their perceptions of the title sponsor. This finding may be explained by attendees’ affective forecasting; that planned experiences will be more positive than perhaps the actual experience itself.

Keywords: affective forecasting theory, event marketing, sponsorship, experience marketing, consumer behavior

JEL Classification: M31

Suggested Citation

Scheinbaum, Angeline Close and Lacey, Russell, 'How the Anticipation Can Be as Great as the Experience: Explaining Event Sponsorship Exhibit Outcomes Via Affective Forecasting' (January 16, 2012). Journal of Contemporary Issues in Advertising, Forthcoming. Available at SSRN: https://ssrn.com/abstract=1985855

Angeline Close Scheinbaum (Contact Author)

University of Texas at Austin ( email )

2317 Speedway
Austin, TX 78712
United States

HOME PAGE: http://angelineclose.com

Clemson University ( email )

Clemson, SC 29631
United States

HOME PAGE: http://www.clemson.edu/business/about/profiles/aschein

Russell Lacey

Xavier University ( email )

Cincinnati, OH 45207
United States

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