Brand novelty and publicity about athlete endorsers affect psychological processing of ads
Communication & Sport.
Abstract: Using hierarchy of effects theoretical framework, the present study investigates psychological responses to positive and negative publicity about athlete endorsers. Furthermore, this research addresses the role of brand novelty on these processes. Participants were exposed to an ad for a soft drink brand (either novel or well-established) that featured an athlete endorser. Each ad was paired with a news story that contained either positive or negative information about the athlete’s off-field behavior. Participants’ cognitive, affective, and conative responses were assessed. Results indicate more cognition, affect, and conation to ads associated with positive publicity about the athletes and for established brands. Unexpectedly, publicity and brand novelty interacted such that established brands were more susceptible to the effects of publicity than were novel brands. Results are discussed in regard to furthering theory and practical implications.
Examining spectator motivations in Major League Baseball
Abstract: Despite the increasing size and consumption power of senior consumers, in the sport marketing literature there appears to be no published work which attempts to understand the consumption behavior differences between senior and non-senior sport spectators. Thus, the purpose of this study was to examine the different motives between senior and non-senior consumers who attend […]
Part of the goal of the International Paralympic Committee is to “touch the heart of all people for a more equitable society.” Media exposure of athletes with permanent physical disabilities may affect the able-bodied population’s perception of people with disabilities in general. We theorized that this change in attitude could occur following parasocial contact with […]