a scientific study concerning the consumer's attitude toward advertising through sport
DESCRIPTION
Presentation master's thesisTRANSCRIPT
Summary Master’s Thesis: A scientific study concerning the consumer’s attitude toward
advertising through sport
1 Intro
2 Metho
3 Results
4 Talk
Problem
Increasingly negative consumer’s attitude toward advertising
Solution
Use sport as advertising platform to foster positive
consumer’s attitudes toward advertising
Sport has become an important advertising platform
Effectiveness of advertising through sport has been examined: recall or recognition
BUT…
No research of consumer’s cognitive structures in decision – making processes !
Theoretical model of attitude toward advertising through sport (Pyun & James,2011)
multiple belief constructs about advertising through
sport
relationships among beliefs and attitude toward
advertising through sport
relationship between attitude toward advertising through
sport and Aad
potential moderating effect of attitude toward sport on the
beliefs-to-attitude relationship
Model of Pyun & James
explains
BUT…
No distinguishing between consumer’s sport participation, sex or age
Model of Sport Participation (Scheeder, 2007)
Research question for my Master Thesis:
“What’s the effect of consumer’s sport participation, age and sex on their attitude
toward advertising through sport?”
1 Intro
2 Metho
3 Results
4 Talk
Online survey
Software:SPSS Statistics 20
2 items about demografic data: sex and
age
1 item about active sport participation: hours/week
1 item about passive sport participation: hours/week
45 items 7 points Likert-scale measuring concepts of model
Remarko Definition ‘Advertising through sport’
“Any paid, non-personal message conveyed through some type of mass communication channel in
relation to all types of sporting events”
Clarify for respondents with 5 examples
1 Intro
2 Metho
3 Results
4 Talk
RespondentsSex
Frequency Percent Valid PercentCumulative
Percent
Valid
Men 137 56,1 56,1 56,1
Women 107 43,9 43,9 100,0
Total 244 100,0 100,0
Age Frequency Percent Valid Percent Cumulative
Percent
Valid
15 - 20 17 7,0 7,0 7,0
20 - 30 103 42,2 42,2 49,2
30 - 40 27 11,1 11,1 60,2
40 - 50 47 19,3 19,3 79,5
50 - 60 42 17,2 17,2 96,7
60 + 8 3,3 3,3 100,0
Total 244 100,0 100,0
Quick reminder
Intern consistency concepts
Concept Number of items (initially) Cronbach’s alfa
Belief 1: product information 5 0,859
Belief 2: social role and image 8 0,865
Belief 3: hedonism & pleasure 4 0,814
Belief 4: irritation 3 0,626 0,712
Belief 5: good for the economy 3 0,698 0,768
Belief 6: materialism 5 0,747
Belief 7: falsity 5 0,766
Attitude toward advertising through sport 9 0,891 0,911
Global attitude toward advertising 3 0,796
Multiple regression analysis
Model R R Square Adjusted R Square Std. Error of the
Estimate
Durbin - Watson
1 ,878a ,770 ,764 ,469622,033
Single regression analysis
Model R R Square Adjusted R Square Std. Error of the
Estimate
Durbin - Watson
1 ,543a ,295 ,292 ,95011 1,868
Comparing the groups (1)Att_sport
Frequency Percent Valid Percent Cumulative
Percent
Valid
1,00 82 33,6 33,6 33,6
2,00 51 20,9 20,9 54,5
3,00 43 17,6 17,6 72,1
4,00 68 27,9 27,9 100,0
Total 244 100,0 100,0
Active sport participation(> 2 hours/week)
Passive sport participation(> 3 hours/week)
Group 1
Group 2 X
Group 3 X
Group 4 X X
Groups are compared with T – test and ANOVA
Comparing the groups (2)Att_Sport•No sport participation•Only passive sport participation•Only active sport participation•Passive and active sport participation
Sex•Men•WomenAge•15 – 20•20 – 30•30 – 40•40 – 50 •50 – 60 •60 +
General attitude toward
advertising
Attitude toward advertising
through sport
7 beliefs
1 Intro
2 Metho
3 Results
4 Talk
All consumers (1)
Belief Standardized coëfficients
Hedonisme/Pleasure 0,401
Materialism -0,176
Annoyance/Irritation -0,133
Falsity/No-Sense -0,119
Social role and Image 0,117
Good for the economy 0,109
Product Information 0,081
All consumers (2)
o The 7 beliefs explain 77,0 % of the variance in attitude toward advertising through sport Mulitple regresion analysis:
o Hedonisme/Pleasure is most important belief in decision-making process regarding attitude toward advertising through sport
Product Information!
Model R R Square Adjusted R Square Std. Error of the Estimate Durbin - Watson
1 ,878a ,770 ,764 ,469622,033
Comparing the groups (1)Attitude toward advertising through sport
Group Number of respondents Average score (7-points)
Group 1 82 4,2622
Group 2 51 4,5613
Group 3 43 4,5436
Group 4 68 5,0790
Total 244 4,6019
Active sport participation(> 2 hours/week)
Passive sport participation(> 3 hours/week)
Group 1
Group 2 X
Group 3 X
Group 4 X X
Active and passive sport participants have more positive attitude toward advertising through sport like other 3 groups
(as expected)
Remark (1)
Attitude toward advertising in general
Group Number of respondents Average score (7-points)
Group 1 82 3,8537
Group 2 51 3,9608
Group 3 43 3,7287
Group 4 68 4,2206
Total 244 3,9563
Attitude toward advertising through sport
Group Number of respondents Average score (7-points)
Group 1 82 4,2622
Group 2 51 4,5613
Group 3 43 4,5436
Group 4 68 5,0790
Total 244 4,6019
Remark (2)
Average score on attitude toward advertising through sport (4,6019) is higher compared with average score on attitude toward advertising in
general (3,9563)
Sport can offer a viable platform for many organisations to elicit possitive attitudes toward
particular products
Comparing the groups (3)
Significant differences between groups
Belief Group Average score (points)
Product Information
Group 1
Group 3
Group 4
3,4000
3,2837
3,9765
Social rol and imageGroup 3
Group 4
3,1047
3,7739
Hedonism/PleasureGroup 1
Group 4
4,1372
5,0000
There were other differences but not significant on the 5 % level
Comparing the groups (4)
Active sport participation(> 2 hours/week)
Passive sport participation(> 3 hours/week)
Group 1
Group 2 X
Group 3 X
Group 4 X X
Group 4 is more convinced then group 1 and group 3 that advertising through sports delivers them product information
Group 4 is more convinced then group 3 that advertising through sport delivers them a certain image/lifestyle
Group 4 is more convinced then group 1 that advertising through sport delivers them pleasure
Comparing the groups (5)
Limited significant differences between men and womenMost important: men are more convinced then women that advertising delivers them a certain image/lifestyle
Limited significant differences between the age groups
Further research
Practical implications for advertisers through sport
• Effect of different advertising formats
• Develop specific advertisements that focus on different beliefs
• …
Other segmentation of respondents
• Motivation for sport participation
• Geografic• Psychografic• Demografic• …
Role of different actors in advertising through sport
• Federations• Individual athletes• State• Sports organisations• …
Blondeel PieterjanBachelor’s Degree Sports Management @ KHBO
Master’s Degree Communications Management @ University of GhentMore info:
Thank you for your attention