I spy a sponsor: The effects of sponsorship level, prominence, relatedness, and cueing on recall accuracy

Wakefield, K. L., Becker-Olsen, K. and Cornwell, T. B. (2007) I spy a sponsor: The effects of sponsorship level, prominence, relatedness, and cueing on recall accuracy. Journal of Advertising, 36 4: 61-74. doi:10.2753/JOA0091-3367360405


Author Wakefield, K. L.
Becker-Olsen, K.
Cornwell, T. B.
Title I spy a sponsor: The effects of sponsorship level, prominence, relatedness, and cueing on recall accuracy
Journal name Journal of Advertising   Check publisher's open access policy
ISSN 0091-3367
Publication date 2007-12
Sub-type Article (original research)
DOI 10.2753/JOA0091-3367360405
Volume 36
Issue 4
Start page 61
End page 74
Total pages 14
Editor M. B. Royne
Place of publication M.E. Sharpe
Publisher Armonk, NY
Collection year 2009
Language eng
Subject C1
1505 Marketing
910403 Marketing
Abstract This study examines differential effects of sponsorship levels (anchor, mid-tier, low-tier) and individual exposure levels on sponsorship recall accuracy in a field study, providing validity for lab studies indicating that individuals rely on prominence and relatedness heuristics when identifying sponsors of an event. In addition, we examine differences in sponsorship recall accuracy when the response is elicited through free recall versus cued recall. The results indicate that free (or direct) recall is generally more accurate than cued recall that relies on reconstructive processes, but that this effect differs based on the type of sponsor in terms of its prominence and relatedness.
Q-Index Code C1
Additional Notes This publication was not included in the 2008 HERD collection.

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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Created: Wed, 11 Feb 2009, 13:25:20 EST by Karen Morgan on behalf of UQ Business School