Research question: Subjects under the influence of alcohol are expected to show minor capabilities in comparison to sober subjects in terms of selection and processing of information. In an explorative experimental study, the authors investigate the influence of alcohol consumption on information selection, processing and recall of stadium advertising in a sports viewing setting through television or web TV broadcasting.Research methods: Fixation count, fixation duration and time to first fixation were measured by means of eye tracking. Simultaneously, emotional arousal was measured through electrodermal response (EDR). Brand recall was assessed through a questionnaire. Results and findings: Subjects under the influence of alcohol were found to (1) have a lower fixation count, (2) a longer fixation duration on advertising boards and (3) a higher brand recall. No significant differences in emotional arousal were found between the two groups. Implications: The paper argues that longer fixation duration is an indication of increased mental elaboration (R = 0.3) and this could explain higher brand recall for alcoholised subjects. Further research is needed to confirm this. Future research on advertising effectiveness in a sports viewing setting should include alcohol as a confounding variable.

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This conceptual paper addresses the issue of value creation in the field of higher education and presents a new theoretical perspective by assigning the Service Dominant Logic (SD-logic) and developing a higher education value framework, consisting of ten "foundational premises" for a better understanding of higher education phenomena. Furthermore, based on the theoretical findings this paper presents the Empirical Research Map as a holistic, intermediate learning-und teaching-tool that provides a navigational aid through the entire socio-scientific empirical research process and visualizes all interlinked research steps on a single DIN-A-3-sheet. The empirical research process is affected by high complexity and thus uncertainty. Students have to make many decisions and have problems in anticipating long-range and secondary effects. From a didactic perspective, the Empirical Research Map facilitates making important decisions, the anticipation of long-range and secondary effects and therefore provides additional value to researchers, teachers and students in the social sciences.

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Im Wettkampf um den Transport von Markenbotschaften ist die Live-Kommunikation schon seit Jahren ein beständiges Marketingwerkzeug. Das Potenzial ist groß, die Wirkungsweisen aber sind wenig analysiert. Die Professionalisierung steckt noch in den Kinderschuhen. Wie zum Beispiel Orientierung und Navigation in Markenwelten funktionieren, beantwortet der folgende Beitrag. GUIDO ELLERT | GUIDO SCHAFMEISTER | SIMON DALLWIG | MICHAEL SEITZFoto: © Maxrale/istock.com

Wer auf dem Spielfeld des Sportbusiness Entscheidungen trifft, ohne die Besonderheiten der Branche zu berücksichtigen, geht hohe Risiken ein. Um den immer schwierigeren Spagat zwischen sportlichen Ambitionen und seriösem Wirtschaften zu meistern, ist sportökonomisches Spezialwissen unabdingbar. Wie Sie erfolgreich im Sportmanagement agieren und diese Risiken vermeiden, erfahren Sie im Buch von Gerd Nufer und André Bühler, das bereits in der 3. Auflage erscheint. Hervorragend für Studium und Praxis geeignet, dank vieler Beispiele und Fallstudien, Kontrollfragen und prägnanter Übersichten - ein Standardwerk des deutschen Sportmanagements!