The effects of emotions on cognitive effort while processing mediated stadium-embedded advertising: A dynamic motivational systems approach

Abstract

Research question: While emotional responses to sporting events could have a residual effect on the processing of in-stadium signage that appears to the television audience, limited research has focused on the possible moderating role of emotions in such advertising processing. Thus, this manuscript reports on two studies that employed the limited capacity model of motivated mediated message processing (LC4MP) to answer the question "How do emotional states derived from the dramatic nature of spectator sports impact the automatic cognitive resource allocation to process in-stadium signage advertising?"Research methods: In order to investigate the effect of emotions derived from sport team performance on viewers' information processing of peripheral advertising signage, Study 1 utilized heart rate as a physiological correlate while Study 2 employed a more nuanced memory measurement (i.e., signal detection measure). Both experiments were conducted using undergraduate samples (N Study1 = 76, N Study2 = 146) recruited from a large university located in the Midwestern region of the United States. Results and Findings:The results from the two experiments supported the theoretical prediction of LC4MP, namely that the processing of cognitive resource allocation, and the subsequent memory for advertising information on peripheral in-stadium signage, depends upon how close the games are and whether the favored team wins. Implications:The current research extends the field's understanding of signage processing as the two studies utilized a different theoretical perspective via different measurements compared with previous investigations in the field.

Sponsor message processing in live broadcasts—A pilot study on the role of game outcome uncertainty and emotions

“…Surprisingly little is known about how the emotions that sport viewers experience can influence the processing of sponsor messages visible during sport broadcasts and the attention they capture. This is a crucial shortcoming, as sports spectators often experience strong emotions (Bal et al, 2011; Carrillat et al, 2015; Lee et al, 2019; Pham, 1992), which could have significant implications from a marketing perspective. Especially live broadcasts hold a unique emotional richness, as the uncertainty of the game or race outcome can trigger strong emotional reactions in spectators (Bee & Madrigal, 2012; Carrillat et al, 2015).…”

“…Over the past decades, much research has investigated how arousal and valence influence advertising effectiveness (e.g., Gorn et al, 2001; Shapiro et al, 2002). Meanwhile, a much smaller number of studies explicitly investigate the influence of arousal and emotional valence on viewers' processing of brand messages in sports broadcasts (e.g., Carrillat et al, 2015; Lee et al, 2019; Newell et al, 2001; Pavelchak et al, 1998; Pham, 1992). For example, Newell et al (2001) and Pavelchak et al (1988) examine viewers' memory for advertisements shown during the Super Bowl and find that recall is more strongly related to arousal than valence.…”

“…Over the past few years, researchers have increasingly acknowledged this indirect nature of sponsor brand exposure and examined how emotions can influence sponsor message processing (e.g., Carrillat et al, 2015; Lee et al, 2019). Recently, an experimental study by Lee et al (2019) revealed interesting insights into the allocation of sports viewers' attentional resources, more precisely, their processing of in‐stadium sponsor signage.…”

“…Over the past few years, researchers have increasingly acknowledged this indirect nature of sponsor brand exposure and examined how emotions can influence sponsor message processing (e.g., Carrillat et al, 2015; Lee et al, 2019). Recently, an experimental study by Lee et al (2019) revealed interesting insights into the allocation of sports viewers' attentional resources, more precisely, their processing of in‐stadium sponsor signage. The authors draw on the limited capacity model of motivated mediated message processing (LC4MP; Lang, 2000) and manipulate valence and arousal by exposing participants to different recorded game situations from tighter or more lop‐sided games with their preferred team either winning or losing.…”

“…Especially in the context of emotional reaction, psychophysiological measures like heart rate or skin conductance could provide valuable insights as they allow acquiring data in real time and with no or little cognitive bias (Potter & Bolls, 2011). However, like most research in this field to date, Lee et al (2019) employ prerecorded video stimuli, which represents an important limitation because live broadcasts are much more likely to elicit intense emotions in sports fans due to the uncertainty of outcome. Therefore, compared to the secondary use of sport content such as edited highlight clips, live broadcasts allow for a closer inquiry into the importance of suspense for sponsor message processing.…”