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

Abstract

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. In addition, we examine differences in sponsorship recall accuracy when the response is elicited through free recall versus cued recall. The results indicate that free (or direct) recall is generally more accurate than cued recall that relies on reconstructive processes, but that this effect differs based on the type of sponsor in terms of its prominence and relatedness.