Visual Processing and Need for Cognition Can Enhance Event-Sponsorship Outcomes

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...