Work

'How the Anticipation Can Be as Great as the Experience: Explaining Event Sponsorship Exhibit Outcomes Via Affective Forecasting'

Year: 2012

Type: preprint

Abstract: Via field surveys of attendees at a sporting event (n=1,739), the authors contribute a model showing that event attendees’ participation in the title sponsors’ main exhibit area at the event favorably influences their future intentions to purchase from the sponsor. Yet, there is an important difference between those attendees who already experienced the title sponsor’s exhibit area versus attendees who planned to visit the exhibit areas later. Interestingly, attendees who have yet to attend the exhibit area feel more strongly that the event sponsorship enhanced their perceptions of the title sponsor. This finding may be explained by attendees’ affective forecasting; that planned experiences will be more positive than perhaps the actual experience itself.

Source: SSRN Electronic Journal

Authors: Angeline Close Scheinbaum, Russell Lacey

Institutions: Clemson University, The University of Texas at Austin, Xavier University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1984989252

Cites: 33

Cited by:

Related to: 9