Purpose

This study aimed to investigate the ecological validity of sponsorship effectiveness by examining the visual attention paid to sponsorship at a live sporting event and the subsequent impact of that attention on cognitive outcomes using eye tracking in a natural, real-world environment.

Design/methodology/approach

Two logistic regression analyses (i.e. sponsor recall and sponsor recognition) were conducted to evaluate the impact of sponsorship exposure time, fixation duration and fixation frequency on viewer attention.

Findings

The preliminary investigation unveiled that longer exposure, strategic placement and brand repetition led to more frequent and extended fixations. The statistical examination demonstrated that a greater fixation frequency yielded a higher probability of explicit memory. However, the amount of time did not appear to influence viewers’ explicit memory. Further, females exhibited a higher probability of explicit memory compared to their male counterparts. Finally, age emerged as a significant determinant of explicit memory.

Originality/value

The significance of conducting eye-tracking studies within an authentic sport environment enhances ecological validity, leading to the development of practical and realistic approaches to boost consumers' explicit memory of sponsors. Further, the tangible evidence of how sponsorship information is processed can inform and modify sport marketing strategies to enhance the effectiveness of sponsorships.

中文翻译：

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您注意到我们了吗？对美国奥林匹克游泳选拔赛赞助的眼动追踪调查

 目的

本研究旨在通过在自然、真实环境中使用眼动追踪来检查现场体育赛事中对赞助的视觉关注以及这种关注对认知结果的后续影响，从而调查赞助效果的生态效度。

设计/方法/方法

进行了两项 logistic 回归分析 （即赞助商回忆和赞助商认可） 以评估赞助曝光时间、注视持续时间和注视频率对观众注意力的影响。

 发现

初步调查显示，更长的曝光率、战略性定位和品牌重复会导致更频繁和更长的固定时间。统计检查表明，较大的注视频率产生更高的显式记忆概率。然而，时间量似乎并不影响观众的外显记忆。此外，与男性相比，女性表现出更高的外显记忆概率。最后，年龄成为外显记忆的重要决定因素。

 原创性/价值

在真实的运动环境中进行眼动追踪研究的重要性提高了生态效度，从而发展出实用和现实的方法，以提高消费者对赞助商的外显记忆。此外，关于赞助信息如何处理的有形证据可以为体育营销策略提供信息和修改，以提高赞助的有效性。