Visual processing and need for cognition can enhance event-sponsorship outcomes: How sporting event sponsorships benefit from the way attendees process them

Journal of Advertising Research. 55 (2), 206-215.

20 Pages Posted: 11 Jun 2014 Last revised: 15 May 2020

See all articles by Angeline Close Scheinbaum

Angeline Close Scheinbaum

University of Texas at Austin; Clemson University

Russell Lacey

Xavier University

T. Bettina Cornwell

University of Oregon - Charles H. Lundquist School of Business

Date Written: 2015

Abstract

In a field study at a professional tennis event, the authors examine attendees’ visual processing and need for cognition in sponsorship processing. To add a managerial perspective, depth interviews are conducted with senior managers in sport/event management. Field study findings demonstrate that attendees who are high in need for cognition are more likely to evaluate a non-endemic title sponsor as fitting with the event, because they tend to elaborate, or think about how the two fit more so than attendees who are lower in need for cognition. Sports marketing executives discuss practices for how they integrate visual communication and cognitive tools and expand on the field study results with additional managerial insights.

Keywords: Event marketing, sponsorship, sport, need for cognition, visual processing, mixed method

Suggested Citation

Scheinbaum, Angeline Close and Lacey, Russell and Cornwell, T. Bettina, Visual processing and need for cognition can enhance event-sponsorship outcomes: How sporting event sponsorships benefit from the way attendees process them (2015). Journal of Advertising Research. 55 (2), 206-215., Available at SSRN: https://ssrn.com/abstract=2448393 or http://dx.doi.org/10.2139/ssrn.2448393

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

T. Bettina Cornwell

University of Oregon - Charles H. Lundquist School of Business ( email )

1208 University of Oregon
Eugene, OR 97403-1208
United States

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