I Spy a Sponsor: the Effects of Sponsorship Level, Prominence, Relatedness and Cueing on Recall Accuracy

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. Further, we examine differences in sponsorship recall accuracy dependent upon whether the response is subject to free recall vs. cued recall. The results indicate that free (or direct) recall is generally more accurate than cued recall that rely upon reconstructive processes, but that this effect differs based on the type of sponsor in terms of the sponsor’s prominence and relatedness.


Kirk Wakefield, Karen Becker-Olsen, and Bettina Cornwell (2005) ,"I Spy a Sponsor: the Effects of Sponsorship Level, Prominence, Relatedness and Cueing on Recall Accuracy", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 136-140.


Kirk Wakefield, Baylor Univeristy
Karen Becker-Olsen, Lehigh Univeristy
Bettina Cornwell, University of Queensland


E - European Advances in Consumer Research Volume 7 | 2005

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