The influence of alcohol on advertising perception and recall during a sports viewing experience

Abstract

Research question

Subjects under the influence of alcohol are expected to show minor capabilities in comparison to sober subjects in terms of selection and processing of information. In an explorative experimental study, the authors investigate the influence of alcohol consumption on information selection, processing and recall of stadium advertising in a sports viewing setting through television or web TV broadcasting.

Research methods

Fixation count, fixation duration and time to first fixation were measured by means of eye tracking. Simultaneously, emotional arousal was measured through electrodermal response (EDR). Brand recall was assessed through a questionnaire.

Results and findings

Subjects under the influence of alcohol were found to (1) have a lower fixation count, (2) a longer fixation duration on advertising boards and (3) a higher brand recall. No significant differences in emotional arousal were found between the two groups.

Implications

The paper argues that longer fixation duration is an indication of increased mental elaboration (R = 0.3) and this could explain higher brand recall for alcoholised subjects. Further research is needed to confirm this. Future research on advertising effectiveness in a sports viewing setting should include alcohol as a confounding variable.

Keywords:

• sport marketing
• perception
• alcohol
• football/soccer
• brand recall
• advertising recall
• sponsoring
• eye tracking
• consumer experience