Title
An Eye-Tracking Investigation of Consumer’s Real-Time Behaviors in Professional Minor League Hockey
Advisor
Morse, Alan
Committee Member
Sung, Yoon Tae
Committee Member
Stotlar, David
Committee Member
Iyer, Vish
Department
College of Natural and Health Sciences School of Sport and Exercise Science Sport Administration
Institution
University of Northern Colorado
Type of Resources
Text
Place of Publication
Greeley, (Colo.)
Publisher
University of Northern Colorado
Date Created
5-2023
Extent
122 pages
Digital Origin
Born digital
Abstract
Minor league hockey provides a unique setting to investigate consumers’ marketingcontrolled activities in a natural environment. Consumers’ visual attention to sponsorship information has been shown to influence their explicit memory of sponsor brands and their purchase intentions. The current research builds on the sponsorship information processing framework of previous scholars by examining consumers’ real-time behaviors to sponsorship information in a natural setting. To analyze consumers’ behaviors at minor league hockey sporting events, qualitative and quantitative data were collected from 16 participants. The qualitative data related to the patterns and observations of consumers’ visual attention behaviors. The quantitative data measured consumers’ fixation duration, fixation frequency, explicit memory (i.e., recall and recognition), and sponsorship response. Through the utilization of a Structural Equation Model (SEM) analysis, the current study constructed a comprehensive understanding of consumers’ information search processes to sponsorship signage. Results indicated that consumers’ fixation frequency influences their ability to recall and recognize sponsorship information, resulting in a positive sponsorship response. The results of this study provide tangible evidence to sport and corporate marketers, indicating expected consumption outcomes based on consumers’ visual attention in a natural environment. The current study highlights sponsorship strategies for marketers to increase sponsors’ return on investment.
Degree type
PhD
Degree Name
Doctoral
Local Identifiers
Romano_unco_0161D_11130.pdf
Rights Statement
Copyright is held by the author.