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Congruence and placement in sponsorship: An eye-tracking application
Calabuig Moreno, Ferran
Sánchez Franco, Manuel
Physiology & Behavior
2019
Sporting events can be announced using sports posters and by disseminating advertisements on the internet, on the street and in print media. But until now, no prior research has measured the effectiveness of sponsorship in sporting event posters. This study uses eye tracking to measure the effectiveness of sporting event posters and proposes considering the level of the viewer's attention as an indicator. This research involves a factorial experiment based on the following variables: congruence, the number of sponsors, and placement of the sponsor's advertisement in a sporting event poster. The results indicate that sponsors positioned in the poster's area of action receive more attention. However, we were unable to prove that congruent sponsors receive more attention, as claimed in the literature. This result could be due to a situation of blindness towards the sponsor. The conclusion section of this paper discusses theoretical conclusions and potential managerial actions.
Sports
Sporting event
Placement
Eye tracking
Sponsorship
Sponsors
Attention
Congruence
Psicología