Congruence and placement in sponsorship: An eye-tracking application

This study uses eye tracking to measure the effectiveness of sporting event posters and proposes considering the level of the viewer's attention as an indicator. This research involves a factorial experiment based on the following variables: congruence, the number of sponsors, and placement of the sponsor's advertisement in a sporting event poster. The results indicate that sponsors positioned in the poster's area of action receive more attention. However, we were unable to prove that congruent sponsors receive more attention, as claimed in the literature. This result could be due to a situation of blindness towards the sponsor. The conclusion section of this paper discusses theoretical conclusions and potential managerial actions.
Source: Physiology and Behavior - Category: Physiology Source Type: research