The effectiveness of advertising alcohol products in sports sponsorship |
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| Authors: | Manuel Alonso Dos Santos Carlos Pérez Campos Josep Crespo Hervás |
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| Affiliation: | 1. Departamento de Administración, Facultad de Ciencias Económicas y Administrativas, Universidad Católica de la Santísima Concepción, Concepción, Chile;2. Department of Teaching and Learning of Physical, Plastic and Musical Education, Faculty of Psychology, Teaching and Educational Sciences, Campus San Vicente Mártir, Catholic University of Valencia, Valencia, Spain;3. Department of Physical Education and Sports, University of Valencia, Valencia, Spain |
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| Abstract: | Studies have shown that exposure to sponsorship can influence behavior. However, evidence of the effectiveness of sports advertising and its influence on alcohol consumption is inconclusive. The goal of this research is to examine whether sponsorship by alcohol products receives the same attention as sponsorship by nonalcohol products depending on their congruence and the way they influence the intention to consume. Using sports posters, an experiment was performed to measure attention through eye-tracking. The results show that attention paid to alcohol brands is no greater than the attention paid to incongruent brands and is no different from the attention paid to congruent brands, regardless of gender and sporting discipline. Attention paid to sponsors has no influence on the intention to consume. These results show the need for further research on the effectiveness of sponsorship and its relationship with alcohol consumption. |
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| Keywords: | alcohol attention congruence eye-tracking gender poster sponsorship |
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