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

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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 ( IF 3.2 ) Pub Date : 2022-12-23 , DOI: 10.1177/21674795221147526
Minkyo Lee ₁ , Glenna L. Read ₂

Affiliation

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: pleas...

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