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

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

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    Article provided by Elsevier in its journal Sport Management Review.

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

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    Handle: RePEc:eee:spomar:v:3:y:2000:i:2:p:163-184
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    1. Boush, David M & Friestad, Marian & Rose, Gregory M, 1994. " Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics," Journal of Consumer Research, Oxford University Press, vol. 21(1), pages 165-175, June.
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    4. Gorn, Gerald J & Goldberg, Marvin E, 1982. " Behavioral Evidence on the Effects of Televised Food Messages on Children," Journal of Consumer Research, Oxford University Press, vol. 9(2), pages 200-205, September.
    5. Braun, Kathryn A, 1999. " Postexperience Advertising Effects on Consumer Memory," Journal of Consumer Research, Oxford University Press, vol. 25(4), pages 319-334, March.
    6. Goodstein, Ronald C, 1993. " Category-Based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing," Journal of Consumer Research, Oxford University Press, vol. 20(1), pages 87-99, June.
    7. Roedder, Deborah L, 1981. " Age Differences in Children's Responses to Television Advertising: An Information-Processing Approach," Journal of Consumer Research, Oxford University Press, vol. 8(2), pages 144-153, September.
    8. 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.
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