visual Processing and Need for Cognition Can Enhance Event-Sponsorship Outcomes
研究网球赛事观众如何通过视觉和认知处理赞助信息，发现高认知需求者更可能认为非核心赞助商与赛事匹配。
<h3>ABSTRACT</h3> How do sporting-event attendees visually or cognitively process sponsorship? In the context of a professional tennis event, the current study examined attendees9 visual processing and need for cognition in sponsorship processing. Need for cognition is a personality variable in psychology that reflects the extent to which consumers engage in and enjoy effortful cognitive activities. Findings demonstrated how visual processing played a role in the way attendees perceived sponsorship. Attendees who were high in need for cognition more likely would evaluate a non-endemic sponsor as fitting with the event than attendees who were lower in need for cognition.