Affective Intensity and Sponsor Identification

This study focuses on the accurate identification of corporate sponsors among consumers attending a NASCAR event. The results of this study support prior experimental work (e.g., Johar and Pham 1999), indicating that consumers are more likely to correctly identify prominent and related sponsors. Importantly, the findings indicate that a reason for such recall is that the best-performing properties attract prominent and related sponsors, and affective intensity (either strong positive or negative feelings) toward a property activates or enhances the cognitive processing by consumers of sponsors of highly competitive properties.