你注意到我们了吗?美国奥林匹克游泳选拔赛赞助商眼动追踪调查

Ali B. Mondt, Alan Morse, Zachary Evans
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引用次数: 0

摘要

目的 本研究旨在通过在自然、真实环境中使用眼动仪检测现场体育赛事中观众对赞助商的视觉注意力,以及这种注意力对认知结果的后续影响,来研究赞助商效果的生态有效性。研究结果初步调查显示,较长的曝光时间、战略位置和品牌重复会导致更频繁和更长时间的定格。统计研究表明,固定频率越高,显性记忆的概率就越高。然而,时间的长短似乎并不影响观众的显性记忆。此外,与男性观众相比,女性观众表现出更高的显性记忆概率。原创性/价值在真实的体育环境中进行眼动跟踪研究的意义在于提高生态有效性,从而开发出切实可行的方法来增强消费者对赞助商的显性记忆。此外,关于赞助商信息处理方式的具体证据可以为体育营销战略提供信息并加以修改,从而提高赞助商的有效性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Did you notice us? An eye-tracking investigation of sponsorship at the US Olympic swim trials

Purpose

This study aimed to investigate the ecological validity of sponsorship effectiveness by examining the visual attention paid to sponsorship at a live sporting event and the subsequent impact of that attention on cognitive outcomes using eye tracking in a natural, real-world environment.

Design/methodology/approach

Two logistic regression analyses (i.e. sponsor recall and sponsor recognition) were conducted to evaluate the impact of sponsorship exposure time, fixation duration and fixation frequency on viewer attention.

Findings

The preliminary investigation unveiled that longer exposure, strategic placement and brand repetition led to more frequent and extended fixations. The statistical examination demonstrated that a greater fixation frequency yielded a higher probability of explicit memory. However, the amount of time did not appear to influence viewers’ explicit memory. Further, females exhibited a higher probability of explicit memory compared to their male counterparts. Finally, age emerged as a significant determinant of explicit memory.

Originality/value

The significance of conducting eye-tracking studies within an authentic sport environment enhances ecological validity, leading to the development of practical and realistic approaches to boost consumers' explicit memory of sponsors. Further, the tangible evidence of how sponsorship information is processed can inform and modify sport marketing strategies to enhance the effectiveness of sponsorships.

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