Positive Implicit Memory Effects For Event Incongruent Sponsorship
Past studies have consistently shown that an increase of congruence between the sponsor and the event increases brand awareness. However, this result has no strong theoretical support and could, at least partly, be explained by constructive processes of sponsor identification. In order to avoid the use of such processes, we use implicit memory measures. We show that, compared to congruent sponsors, incongruent sponsors enjoy a perceptual encoding advantage under both high and low processing capacity of the sponsors as well as a conceptual encoding advantage under high processing capacity of the sponsors. Congruent sponsors only enjoy a conceptual encoding advantage under low processing capacity.
Olivier TRENDEL and Luk WARLOP (2007) ,"Positive Implicit Memory Effects For Event Incongruent Sponsorship", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 102-103.
Olivier TRENDEL, Grenoble Ecole de Management, France
Luk WARLOP, K.U. Leuven, Belgium
NA - Advances in Consumer Research Volume 34 | 2007
Let's Get Together and Make a Difference: Experiencing a Community in Donation-Based Crowdfunding
Danit Ein-Gar, Tel Aviv University, Israel
O9. The Role of Numerical Identification in Customer Reaction toward Service Failure
JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
P2. The Upside of Myopic Loss Aversion
Daniel Wall, Carnegie Mellon University, USA
Gretchen Chapman, Carnegie Mellon University, USA