Exploring emotional and cognitive priming effects in mediated sports using psychophysiological measures: How sport program-induced emotions and ad schema congruity influence effectiveness of advertising
Lee, M. & Glenna Read (Forthcoming). “Exploring emotional and cognitive priming effects in mediated sports using psychophysiological measures: How sport program-induced emotions and ad schema congruity influence effectiveness of advertising”. Communication & Sport.
Abstract: The purpose of current study was to examine (1) the emotion transfer effect from sport programs and (2) program-ad congruity effects on the effectiveness of ads. A 2 (program-induced valence: pleasant, unpleasant) × 2 (program-induced arousal: arousing, calm) × 2 (advertising theme: sport, non-sport) within-subjects design, along with real-time psychophysiological measures, was employed to test the hypotheses. As predicted, an ad placed after a pleasant situation (favored team’s victory) was more effective than an ad placed after an unpleasant situation (favored team’s defeat). Also, an ad played after an arousing situation (close game) was more effective than an ad played after a non-arousing situation (lopsided game). Further, advertising effectiveness was greater for sport-themed ads (congruent) than non-sport-themed (non-congruent) ads. The findings suggest that the same ad can result in different persuasive impacts depending upon the emotional and cognitive context of the preceding sports program. The study offers new insights to the existing sport marketing communication literature by examining emotional and cognitive priming effects in the context of sport media programing.
She said, ‘Enough!’ Women-led protests around the world from a communication perspective
Karin Assman is an invited panelist for an AEJMC ICD panel entitled: “She said, ‘Enough!’ Women-led protests around the world from a communication perspective” on November 17. She’ll be talking about initiatives in […]
Does Culture Matter? Measuring Cross-Country Perceptions of CSR Communication Campaigns about COVID-19
Abstract: The COVID-19 pandemic has brought several challenges to businesses and societies. In response, many corporations have supported local communities and authorities in the management of the pandemic. Although these […]