Sports sponsorship, spectator recall and false consensus

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European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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Document Information:
Title:	Sports sponsorship, spectator recall and false consensus
Author(s):	Roger Bennett, (Department of Business Studies, London Guildhall University, London, UK)
Citation:	Roger Bennett, (1999) "Sports sponsorship, spectator recall and false consensus", European Journal of Marketing, Vol. 33 Iss: 3/4, pp.291 - 313
Keywords:	Advertising, Brands, Consumer behaviour, Sponsorship, Sport
Article type:	Research paper
DOI:	10.1108/03090569910253071 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	Zajonc’s mere exposure hypothesis plus a variant of the Ross false consensus theorem were tested on samples of UK football (soccer) supporters categorised according to their frequency of attendance at three London football grounds. Spectator recall of sponsors’ and other advertising business’s posters (billboards) around the perimeters of playing pitches was measured and the level of false consensus (i.e. belief that team sponsors’ brands are purchased by far higher proportions of, first, fellow supporters and, second, members of the general public than is actually the case) was assessed. Substantial mere exposure and false consensus effects were noted.