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Sports sponsorship, spectator recall and false consensus (1999)

Bennett, Roger

Bradford : Emerald

European journal of marketing 33 (1999), S. 291-313

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ISSN: 0309-0566

Source: Emerald Fulltext Archive Database 1994-2005

Topics: Economics

Notes: Zajonc's mere exposure hypothesis plus a variant of the Ross false consensus theorem were tested on samples of UK football (soccer) supporters categorised according to their frequency of attendance at three London football grounds. Spectator recall of sponsors' and other advertising business's posters (billboards) around the perimeters of playing pitches was measured and the level of false consensus (i.e. belief that team sponsors' brands are purchased by far higher proportions of, first, fellow supporters and, second, members of the general public than is actually the case) was assessed. Substantial mere exposure and false consensus effects were noted.

Type of Medium: Electronic Resource

URL: http://dx.doi.org/10.1108/03090569910253071

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