Advanced Search
MyIDEAS: Login to save this article or follow this journal

Young Consumers' Responses to Event Sponsorship Advertisements of Unhealthy Products: Implications of Schema-triggered Affect Theory


Author Info

  • McDaniel, Stephen R.
  • Heald, Gary R.
Registered author(s):


    There is growing concern over commercial promotions of products that are unhealthy or unsafe. In some cases, policy recommendations have called for restrictions on promotional activities, such as event sponsorship, when used to promote products like alcohol, tobacco, and fast ("junk") foods. This study utilises variations of fast-food and tobacco print advertisements containing sport sponsorship themes in a test of Fiske's theory of schematriggered affect. Using a pretest/posttest experimental design, print ad manipulations were developed which involved pairing a known brand of fast-food and a known brand of cigarettes with three different sport events. MANCOVA analyses largely supported existing research on schematriggered affect, and run counter to some of the arguments for regulating tobacco sponsorships. Sponsorship ad manipulations were found to impact subjects' perceptions of ad schema congruence as well as their subsequent attitudes towards the sponsorship ads. However, ad congruence effects were not observed in terms of significant differences between treatment groups' mean brand attitudes or purchase intentions.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL:
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

    Bibliographic Info

    Article provided by Elsevier in its journal Sport Management Review.

    Volume (Year): 3 (2000)
    Issue (Month): 2 (November)
    Pages: 163-184

    as in new window
    Handle: RePEc:eee:spomar:v:3:y:2000:i:2:p:163-184

    Contact details of provider:
    Web page:

    Order Information:

    Related research



    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
    as in new window
    1. Bettman, James R & Luce, Mary Frances & Payne, John W, 1998. " Constructive Consumer Choice Processes," Journal of Consumer Research, University of Chicago Press, vol. 25(3), pages 187-217, December.
    2. Sujan, Mita, 1985. " Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments," Journal of Consumer Research, University of Chicago Press, vol. 12(1), pages 31-46, June.
    3. Roedder, Deborah L, 1981. " Age Differences in Children's Responses to Television Advertising: An Information-Processing Approach," Journal of Consumer Research, University of Chicago Press, vol. 8(2), pages 144-53, September.
    4. Goodstein, Ronald C, 1993. " Category-Based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing," Journal of Consumer Research, University of Chicago Press, vol. 20(1), pages 87-99, June.
    5. Gorn, Gerald J & Goldberg, Marvin E, 1982. " Behavioral Evidence on the Effects of Televised Food Messages on Children," Journal of Consumer Research, University of Chicago Press, vol. 9(2), pages 200-205, September.
    6. Braun, Kathryn A, 1999. " Postexperience Advertising Effects on Consumer Memory," Journal of Consumer Research, University of Chicago Press, vol. 25(4), pages 319-34, March.
    7. Misra, Shekhar & Beatty, Sharon E., 1990. "Celebrity spokesperson and brand congruence : An assessment of recall and affect," Journal of Business Research, Elsevier, vol. 21(2), pages 159-173, September.
    8. Goldberg, Marvin E & Gorn, Gerald J & Gibson, Wendy, 1978. " TV Messages for Snack and Breakfast Foods: Do They Influence Children's Preferences?," Journal of Consumer Research, University of Chicago Press, vol. 5(2), pages 73-81, Se.
    Full references (including those not matched with items on IDEAS)


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as in new window

    Cited by:
    1. Lamont, Matthew & Hing, Nerilee & Gainsbury, Sally, 2011. "Gambling on sport sponsorship: A conceptual framework for research and regulatory review," Sport Management Review, Elsevier, vol. 14(3), pages 246-257, August.
    2. Funk, Daniel C. & James, Jeffrey D., 2004. "The Fan Attitude Network (FAN) Model: Exploring Attitude Formation and Change among Sport Consumers," Sport Management Review, Elsevier, vol. 7(1), pages 1-26, May.


    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.


    Access and download statistics


    When requesting a correction, please mention this item's handle: RePEc:eee:spomar:v:3:y:2000:i:2:p:163-184. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.