Motivational system approach to understand ad processing following various game outcomes

IF 3.7 1区教育学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Sport Management Review Pub Date : 2022-12-22 DOI:10.1080/14413523.2022.2137969

Minkyo Lee, R. F. Potter, Jingjing Han

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引用次数: 1

Abstract

ABSTRACT In this study we test how audience emotions induced by televised sports interact with the emotional tone of advertisements to influence ad processing. Past research exploring this carry-over effect has either neglected the arousal induced by the sporting event or failed to present positive and negative ads to participants. In this study we use a 2 (sports-induced valence: positive/negative) x 2 (sports-induced arousal: calm/arousing), x 2 (ad valence: positive/negative) mixed-design experiment. Participants had psychophysiological measures of cognitive resource allocation and emotional response measured throughout. We found that positive advertisements performed best in cognitive resource allocation in a congruent arousing/positive programming context, whereas negative advertisements worked better following an incongruent calm/positive programming context. Theoretical and practical contributions are discussed. HIGHLIGHTS We use the theory of dual-motivation systems to undersatnd program-ad matching. Different patterns of memory processing occurr as interacting functions of sport and ad-induced emotions. Positive ads perform best in a congruent situation (i.e., a close win). Negative ads worked best following an incongruent situation (i.e., a lopsided win).

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动机系统方法来理解各种游戏结果后的广告处理

摘要在本研究中，我们测试了电视体育节目引发的观众情绪如何与广告的情绪基调相互作用，从而影响广告处理。过去探索这种遗留效应的研究要么忽略了体育赛事引起的兴奋，要么没有向参与者展示正面和负面的广告。在本研究中，我们使用了一个2（运动诱导价：正/负）x2（运动诱导唤醒：平静/唤起），x2（广告价：正-负）的混合设计实验。参与者对认知资源分配和情绪反应进行了心理生理测量。我们发现，在一致的唤起/积极编程环境中，积极广告在认知资源分配方面表现最好，而在不一致的平静/积极编程背景下，消极广告表现更好。讨论了其理论和实践贡献。亮点我们使用双重动机系统的理论来强调和程序广告匹配。不同的记忆加工模式表现为运动和广告诱导情绪的交互作用。正面广告在一致的情况下表现最好（即险胜）。负面广告在不协调的情况下（即不平衡的胜利）效果最好。

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来源期刊

Sport Management Review Multiple-

CiteScore

9.00

自引率

7.30%

发文量

期刊介绍： Sport Management Review is published as a service to sport industries worldwide. It is a multidisciplinary journal concerned with the management, marketing, and governance of sport at all levels and in all its manifestations -- whether as an entertainment, a recreation, or an occupation. The journal encourages collaboration between scholars and practitioners. It welcomes submissions reporting research, new applications, advances in theory, and case studies. The language of publication is English. Submissions are peer reviewed.