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.