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.



Citation:

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.

Authors

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



Volume

E - European Advances in Consumer Research Volume 7 | 2005



Share Proceeding

Featured papers

See More

Featured

The Effect of Fertility on Women’s Word-of-Mouth Behavior

Sevincgul Ulu, Rutgers University, USA
Kristina Durante, Rutgers University, USA
Jonah Berger, University of Pennsylvania, USA
Aekyoung Kim, Rutgers University, USA

Read More

Featured

Metaphorically Transgressing the Brand Relationship

Alberto Lopez, Tecnológico de Monterrey, MEXICO
Martin Reimann, University of Arizona, USA
Raquel Castaño, Tecnológico de Monterrey, MEXICO

Read More

Featured

Understanding Trust Formation in Peer-to-peer Social Commerce

Lena Cavusoglu, Portland State University
Deniz Atik, University of Texas Rio Grande Valley, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.