Original paper
Visual Processing and Need for Cognition Can Enhance Event-Sponsorship Outcomes
Abstract
ABSTRACT
How do sporting-event attendees visually or cognitively process sponsorship? In the context of a professional tennis event, the current study examined attendees9 visual processing and need for cognition in sponsorship processing. Need for cognition is a personality variable in psychology that reflects the extent to which consumers engage in and enjoy effortful cognitive activities. Findings demonstrated how visual processing...Paper Details
Title
Visual Processing and Need for Cognition Can Enhance Event-Sponsorship Outcomes
Published Date
Jun 1, 2015
Volume
55
Issue
2
Pages
206 - 215
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