Advertisers put considerable effort into developing messages that appeal to a persuadable target group. Based on the characteristics of these audiences, as well as a number of situational factors, advertising messages can be described as primarily informational or emotional. The purpose of this study was to test how the value orientation of a sports-related event and situational involvement moderate consumers’ information processing and attitudes toward the event advertisement. Consistent with dual-process theory, the results indicate that, when dealing with information about a utilitarian sports career-fair event, consumers rely on either effortful or effortless processing depending on their level of situational involvement. However, consumers use both effortful and effortless processing for a hedonic sporting event. This study extends the dual-process theory and planning models by suggesting that a traditional, theory-based dichotomous dual-process model should give way to a co-occurrence model for hedonic sporting events in high-involvement situations.
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The Effects of Message Appeal on Consumer Attitude Toward Sporting Events
Wonseok Jang, Yong Jae Ko, and Svetlana Stepchenkova
“Doing What’s Best for Me”: A Cultural Values Comparison of Social Media Responses to Kyrie Irving’s COVID-19 Vaccination Status
Sitong Guo, Andrew C. Billings, Joshua R. Jackson, and Suyu Chou
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