목적 뉴로마케팅이란 마케팅 자극물에 대한 소비자 뇌파의 무의식적인 반응을 실시간으로 측정하여 분석할 수 있다. 이에 본 연구는 스포츠 경기의 자극적(사고) 장면이 스폰서십 효과에 미치는 영향을 뇌파 분석을 통해 밝혀보고자 한다.
방법 본 연구에서는 실험법이 사용되었다. 먼저 실험자극물로는 총 9분 39초로 편집된 F1레이싱의 영상이 사용되었고 영상 중간에 ...사고 장면이 삽입되었다. 실험에는 총 46명이 참여하였으며 모든 참여자가 사고 장면이 포함된 F1 영상을 시청하였다. 참가자의 뇌파는 전전두엽 두 곳과 후두엽 두 곳에서 관측하였다. 관측된 뇌파 중 알파파와 설문지로 측정된 스폰서 브랜드회상을 바탕으로 자극적 장면이 스폰서십 효과에 미치는 영향을 분석하였다.
결과 먼저, 경기의 사고 장면은 알파파를 감소시키는 알파블로킹 현상을 유발하였으며 통계적으로 유의하였다. 두 번째로, 스폰서 브랜드를 회상한 집단의 알파파워의 수준과 회상하지 못한 집단의 알파파워 수준의 차이는 통계적으로 유의하지 못해 가설은 기각되었다. 세 번째로. 경기의 사고 장면의 우뇌우세(부정적 감정) 현상은 통계적으로 유의하지 못해 가설은 기각되었다. 마지막으로 스폰서 브랜드를 회상한 집단은 좌뇌우세(긍정적 감정) 현상을 보였고 통계적으로 유의하였다.
결론 본 연구는 학문적으로 자극적 장면(사고)에서의 알파블로킹 현상을 관찰함으로써 자극, 주의, 기억에 이르는 마케팅커뮤니케이션 이론과 뉴로마케팅 이론을 스포츠 스폰서십 상황에서 확인하였다. 또, 같은 사고 장면을 상대적으로 긍정적이고 흥미롭게 본 집단이 그렇지 않은 집단에 비하여 스폰서 브랜드에 대한 기억을 보다 잘 기억하고 있음을 밝혔다. 이는 스폰서십 활동에서 스포츠팬의 자극에 대한 개인적 성향(예: 자극추구성향)이 스폰서십 효과에 영향을 미친다는 것을 의미한다. 또한 스폰서십 효과 증대를 위해 스포츠팬 혹은 고객에 대한 표적 선정의 중요성이 강조된다.
PURPOSE Neuromarketing measures and analyzes the unconscious response of consumer brain waves to marketing stimuli in real time. This study examined how a sensational scene (accident) in a sport game influences the sponsorship effects through electroencephalography (EEG) analysis. METHODS The current study uses an experimental method. First, as an experimental stimulus, a video of F1 racing edited in a total of 9 min and 39 s was used, and an accident scene was inserted in the middle of the video. A total of 46 people participated in the experiment, and all participants watched the F1 video, including the accident scene. Participants' brain waves were observed in two prefrontal and two occipital lobes. The relationship between scene sensation and sponsorship effect was analyzed based on alpha waves and the sponsor brand recall measured by questionnaires. RESULTS First, the accident scene of the race caused the power of alpha wave to be abruptly reduced (i.e., alpha blocking). Second, the difference between the alpha power level of the group that recalled the sponsor brand and that of the group that did not recall was statistically insignificant; hence, the hypothesis was rejected. Third, the right-brain dominance (negative emotion) in the accident scene of the race was statistically insignificant; therefore, the hypothesis was rejected. Finally, the group that recalled the sponsor brand showed a left-brain dominance (positive emotion), which was statistically significant. CONCLUSIONS This study confirmed the marketing communication and neuromarketing theories on the sponsorship effects created by stimulation, attention, and memory in a sport sponsorship setting, observing alpha blocking phenomena in a sensational scene (accidents). In addition, it was revealed that the group that watched the same accident scene relatively positively and exited remembered the sponsor brand better than the group that did not watch it. The result implied that sport fan’s personal trait (e.g., sensation seeking) to sensation in sponsorship activities affects the sponsorship effect. The results also emphasized the importance of selecting target customers of sports fans in sponsorship to maximize sponsorship effects.
This study aims to contribute to the literature by examining how two opposite-valanced mechanisms (activation of conceptual persuasion knowledge and perceived transparency of the native advertising) ...explain positive and negative effects of sponsorship disclosures on brand responses (i.e., brand attitude and purchase intentions) and by examining the role of message source. An experiment (N = 133) showed that disclosures of native advertising decreased persuasion via activated persuasion knowledge: Readers who understood that a blog post was a form of advertising due to a disclosure showed more attitudinal-persuasion knowledge, which in turn led to less positive brand attitudes and lower purchase intention. However, the disclosure also enhanced persuasion via perceptions of transparency of the blog post: due to the disclosure, the blog post was perceived as more transparent, which resulted in less attitudinal-persuasion knowledge and in more positive attitudes toward the brand and higher purchase intentions. Source did not moderate these mediation effects. By incorporating two competing mechanisms, this study offers important new insights into the theoretical mechanisms that explain advertising disclosure effects.
Research is critical to providing scientifically sound treatments in respiratory care. Getting started in research requires mentorship to develop the skills required for success. Teamwork is integral ...to successful research programs. There are many roles that can be filled by members of the research team, and most researchers begin by assisting experienced researchers. Supporting data demonstrate that having a formal process for research can improve the quality of research produced by departments. This article will review how to get started in research, including the importance of mentorship, roles that can be filled by team members, and how to develop a process for research.
Collagenase clostridium histolyticum (collagenase) was introduced in 2010 creating a nonoperative treatment option for Dupuytren disease with promising results in sponsored clinical trials. A ...meta-analysis was performed to investigate industry sponsorship bias.
A systematic review of collagenase treatment of Dupuytren contracture was conducted. Articles containing mesh terms including "microbial collagenase" and "Dupuytren's contracture" were searched and limited to only clinical trials with similar protocols for inclusion. Meta-analysis of treatment endpoints of correction of contracture to 0-5 degrees after first and last injection was conducted comparing sponsored versus nonsponsored studies.
Sixteen of the 29 identified articles met criteria for inclusion. Nonsponsored studies reported a significantly higher rate of meeting the primary treatment endpoint compared to sponsored studies after single injection for all joints (69.6% vs 56% P < 0.01), metacarpophalangeal joint (96% vs 64% P < 0.01), and proximal interphalangeal joint (67% vs 36% P = 0.011). The correction in contracture rates was similar between groups with studies evaluating more than one injection.
Nonsponsored studies published higher success rates in meeting the primary endpoint of full correction after single injection than sponsored studies; however, similar results with multiple injections. This study demonstrated that sponsored studies of collagenase produced highly powered studies that may be reliably depended on for evidence-based clinical application.
Between 2007 and 2018, seven resolutions in favour of a universal moratorium on death penalty executions were adopted by the UN General Assembly. This paper provides an analysis of co-sponsorship and ...the note verbale of dissociation relating to those seven resolutions. Our assumption is that states which plan to vote 'yes' in the plenary will co-sponsor the resolution beforehand. We also presume that states which vote 'no' in the plenary will sign the note verbale invariably circulated several months later, as a further means of condemnation. However, many countries situate themselves in between these two groups of 'genuine' supporters and opponents. The countries in the middle evince inconsistency between their plenary votes and what we term their 'association behaviour' around the plenary, consisting of co-sponsorship (before) and adherence to the note verbale (after). This article analyses these countries to determine the underlying causes for their ambivalent, or even contradictory, positions concerning the moratorium resolutions. The findings complement not only our own previous research on states' idiosyncratic voting in the moratorium resolutions, but also the broader literature that relies heavily on roll-call voting data to study state behaviour, rather than other means of expressing state preferences within multilateral institutions.
Sponsored videos have rapidly emerged as an important marketing tool as video sharing platforms and the popularity of video influencers have grown. However, little research explores how sponsored ...videos’ design strategies affect viewer engagement. Using field data, this study highlights influencers’ authenticity dilemma in sponsored video design and tests which features drive digital engagement. Specifically, this study conceptualizes and empirically tests a comprehensive framework, involving passion- and transparency-based strategies as well as platform- and brand-factors, to determine how influencers can best manage the authenticity dilemma. Results show that explicitly disclosing brand sponsorship, alone, and in combination with platform-generated disclosure, positively impacts digital engagement, indicating an evolution in consumer persuasion knowledge. Early brand appearance, high video customization, and influencers’ subjective endorsements, such as sharing personal experiences or opinions about the sponsored product, impair sponsored videos’ digital engagement. In addition to contributing theoretical insights on authenticity management strategies and sponsorship disclosure in influencer videos, this research offers practical recommendations to influencers on how to design more engaging sponsored videos.
The COVID-19 pandemic posed significant risk to the health of cancer patients, compromised standard cancer care and interrupted clinical cancer trials, prompting dramatic streamlining of services. ...From this health crisis has emerged the opportunity to carry forward an unexpected legacy of positive reforms to clinical cancer research, where conventionally convoluted approvals processes, inefficient trial design, procedures and data gathering could benefit from the lessons in rationalisation learned during the pandemic.
Both esports sponsors and academia are not aware of how disreputable behavior in the esports scene can negatively affect their brands. Hence, this research aimed at identifying which types of ...disreputable behavior in competitive gaming present the biggest threats to esports sponsors. In this quantitative and exploratory research, a non-probability, purposive, and heterogeneous sampling method was employed to gather a sample of 1,592 esports fans who filled a closed-ended online survey. Results showed that illegal and unregulated gambling was a high-risk threat to esports sponsors; toxic behavior, match-fixing, and cheating were labeled as medium-risk threats; and sexism, cyberattacks, and doping were found to be low-risk threats. Besides being one of the first studies on esports sponsorships, which serves as a basis for future research in this market, the findings contribute to the sustainability of the esports industry and its sponsors. Managerial implications are also discussed.
