Evaluating Sponsorship Effects Influenced by Involuntary Media Multitasking: Neuromarketing Approach
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As media multitasking becomes increasingly prevalent, sports TV broadcasts—one of the primary exposure channels for sponsorship—are also influenced. This study investigates the impact of multitasking, particularly involuntary multitasking (e.g., push notifications), on sponsorship effects. Grounded in communication theories, the research employs neuromarketing techniques using EEG measurements. An EEG-based experiment was conducted with a simulated 10-minute and 15-second sport TV broadcast as the primary media with multitasking stimulus. Participants were randomly assigned to multitasking high, multitasking low, or control groups. EEG indicators, including TOA (total occipital alpha) and LFPD (left prefrontal dominance), were analyzed alongside survey data. The results show that multitasking increased TOA, indicating cognitive avoidance, and reduced LFPD, associated with negative emotions like annoyance, ultimately lowering sponsorship effects. Conversely, lower TOA and higher LFPD were linked to improved brand recall, brand attitude, and purchase intention. Despite limitations such as sample size and the use of a real brand, Nike, the findings validate the cognitive, affective, and conative mechanisms underlying sponsorship effects. The study highlights the need for sports organizations and sponsors to mitigate multitasking’s negative effects or adapt activation strategies. It also reinforces the value of integrating neuromarketing tools like EEG into sponsorship evaluation, offering novel insights into evolving media consumption patterns.
Abstract
As media multitasking becomes increasingly prevalent, sports TV broadcasts—one of the primary exposure channels for sponsorship—are also influenced. This study investigates the impact of multitasking, particularly involuntary multitasking (e.g., push notifications), on sponsorship effects. Grounded in communication theories, the research employs neuromarketing techniques using EEG measurements. An EEG-based experiment was conducted with a simulated 10-minute and 15-second sport TV broadcast as the primary media with multitasking stimulus. Participants were randomly assigned to multitasking high, multitasking low, or control groups. EEG indicators, including TOA (total occipital alpha) and LFPD (left prefrontal dominance), were analyzed alongside survey data. The results show that multitasking increased TOA, indicating cognitive avoidance, and reduced LFPD, associated with negative emotions like annoyance, ultimately lowering sponsorship effects. Conversely, lower TOA and higher LFPD were linked to improved brand recall, brand attitude, and purchase intention. Despite limitations such as sample size and the use of a real brand, Nike, the findings validate the cognitive, affective, and conative mechanisms underlying sponsorship effects. The study highlights the need for sports organizations and sponsors to mitigate multitasking’s negative effects or adapt activation strategies. It also reinforces the value of integrating neuromarketing tools like EEG into sponsorship evaluation, offering novel insights into evolving media consumption patterns.