Summary Master’s Thesis:A scientific study concerning the consumer’s attitude                     toward advertising throu...
1         2Intro     Metho3         4Results   Talk
Problem  Increasingly negative   consumer’s attitude    toward advertising       Solution Use sport as advertisingplatform...
Sport has become an important advertising                    platform Effectiveness of advertising through sport has      ...
Theoretical model of attitude toward advertising      through sport (Pyun & James,2011)
multiple belief constructs     relationships among beliefs         about advertising through          and attitude toward ...
Model of Sport Participation (Scheeder, 2007)
Research question for my Master Thesis:  “What’s the effect of consumer’s sportparticipation, age and sex on their attitud...
1         2Intro     Metho3         4Results   Talk
Online survey                             2 items about                                      demografic data: sex and     ...
Remarko Definition ‘Advertising through sport’   “Any paid, non-personal message conveyed through      some type of mass c...
1         2Intro     Metho3         4Results   Talk
Respondents                             Sex                                                             Cumulative        ...
Quick reminder
Intern consistency conceptsConcept                                     Number of items (initially)     Cronbach’s alfaBeli...
Multiple regression analysis  Model   R           R Square      Adjusted R Square     Std. Error of the      Durbin - Wats...
Single regression analysis Model   R           R Square     Adjusted R Square   Std. Error of the   Durbin - Watson       ...
Comparing the groups (1)                     Att_sport                Frequency   Percent      Valid Percent    Cumulative...
Comparing the groups (2)Att_Sport•No sport participation•Only passive sport participation•Only active sport participation ...
1         2Intro     Metho3         4Results   Talk
All consumers (1)       Belief                  Standardized coëfficientsHedonisme/Pleasure                      0,401    ...
All consumers (2)o The 7 beliefs explain 77,0 % of the variance in  attitude toward advertising through sport  Mulitple re...
Comparing the groups (1)            Attitude toward advertising through sport   Group           Number of respondents     ...
Remark (1)          Attitude toward advertising through sportGroup            Number of respondents                Average...
Remark (2) Average score on attitude toward advertisingthrough sport (4,6019) is higher compared withaverage score on atti...
Comparing the groups (3)                                     Significant differences between groups                     Be...
Comparing the groups (4)Group 4 is more convinced then group 1 and group 3 that   advertising through sports delivers them...
Comparing the groups (5)Limited significant differences between men and womenMost important: men are more convinced then w...
Further researchPractical implications for                             Role of different actors                           ...
Thank you for your attention                                                      Blondeel Pieterjan                      ...
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A scientific study concerning the consumer's attitude toward advertising through sport

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A scientific study concerning the consumer's attitude toward advertising through sport

  1. 1. Summary Master’s Thesis:A scientific study concerning the consumer’s attitude toward advertising through sport
  2. 2. 1 2Intro Metho3 4Results Talk
  3. 3. Problem Increasingly negative consumer’s attitude toward advertising Solution Use sport as advertisingplatform to foster positive consumer’s attitudes toward advertising
  4. 4. 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 !
  5. 5. Theoretical model of attitude toward advertising through sport (Pyun & James,2011)
  6. 6. multiple belief constructs relationships among beliefs about advertising through and attitude toward sport advertising through sport Model of Pyun & James explains potential moderating effect of relationship between attitude attitude toward sport on the toward advertising through beliefs-to-attitude sport and Aad relationship BUT…No distinguishing between consumer’s sport participation, sex or age
  7. 7. Model of Sport Participation (Scheeder, 2007)
  8. 8. Research question for my Master Thesis: “What’s the effect of consumer’s sportparticipation, age and sex on their attitude toward advertising through sport?”
  9. 9. 1 2Intro Metho3 4Results Talk
  10. 10. Online survey 2 items about demografic data: sex and age 1 item about 1 item about active sport passive sport participation: participation: hours/week hours/week 45 items 7 points Likert-scale measuring concepts of modelSoftware:SPSS Statistics 20
  11. 11. 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
  12. 12. 1 2Intro Metho3 4Results Talk
  13. 13. Respondents Sex Cumulative Frequency Percent Valid Percent Percent Men 137 56,1 56,1 56,1Valid Women 107 43,9 43,9 100,0 Total 244 100,0 100,0 Age Frequency Percent Valid Percent Cumulative Percent 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 Valid 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
  14. 14. Quick reminder
  15. 15. Intern consistency conceptsConcept Number of items (initially) Cronbach’s alfaBelief 1: product information 5 0,859Belief 2: social role and image 8 0,865Belief 3: hedonism & pleasure 4 0,814Belief 4: irritation 3 0,626 0,712Belief 5: good for the economy 3 0,698 0,768Belief 6: materialism 5 0,747Belief 7: falsity 5 0,766Attitude toward advertising through sport 9 0,891 0,911Global attitude toward advertising 3 0,796
  16. 16. Multiple regression analysis Model R R Square Adjusted R Square Std. Error of the Durbin - Watson Estimate 2,033 1 ,878a ,770 ,764 ,46962
  17. 17. Single regression analysis Model R R Square Adjusted R Square Std. Error of the Durbin - Watson Estimate 1 ,543a ,295 ,292 ,95011 1,868
  18. 18. Comparing the groups (1) Att_sport Frequency Percent Valid Percent Cumulative Percent 1,00 82 33,6 33,6 33,6 2,00 51 20,9 20,9 54,5Valid 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 Passive sport participation (> 2 hours/week) (> 3 hours/week) Group 1 Group 2 X Group 3 X Group 4 X X
  19. 19. Comparing the groups (2)Att_Sport•No sport participation•Only passive sport participation•Only active sport participation General•Passive and active sport participation attitude toward advertisingSex•Men Attitude toward•Women advertising through sportAge•15 – 20•20 – 30 7 beliefs•30 – 40•40 – 50•50 – 60•60 +
  20. 20. 1 2Intro Metho3 4Results Talk
  21. 21. All consumers (1) Belief Standardized coëfficientsHedonisme/Pleasure 0,401 Materialism -0,176Annoyance/Irritation -0,133 Falsity/No-Sense -0,119Social role and Image 0,117Good for the economy 0,109Product Information 0,081
  22. 22. All consumers (2)o The 7 beliefs explain 77,0 % of the variance in attitude toward advertising through sport Mulitple regresion analysis:Model R R Square Adjusted R Square Std. Error of the Estimate Durbin - Watson 2,0331 ,878a ,770 ,764 ,46962o Hedonisme/Pleasure is most important belief in decision-making process regarding attitude toward advertising through sport Product Information!
  23. 23. 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 and passive sport participants have more positiveattitude toward advertising through sport like other 3 groups (as expected) Active sport participation Passive sport participation (> 2 hours/week) (> 3 hours/week) Group 1 Group 2 X Group 3 X Group 4 X X
  24. 24. Remark (1) Attitude toward advertising through sportGroup Number of respondents Average score (7-points)Group 1 82 4,2622Group 2 51 4,5613Group 3 43 4,5436Group 4 68 5,0790 Total 244 4,6019 Attitude toward advertising in generalGroup Number of respondents Average score (7-points)Group 1 82 3,8537Group 2 51 3,9608Group 3 43 3,7287Group 4 68 4,2206 Total 244 3,9563
  25. 25. Remark (2) Average score on attitude toward advertisingthrough sport (4,6019) is higher compared withaverage score on attitude toward advertising in general (3,9563) Sport can offer a viable platform for manyorganisations to elicit possitive attitudes toward particular products
  26. 26. Comparing the groups (3) Significant differences between groups Belief Group Average score (points) Group 1 3,4000 Product Information Group 3 3,2837 Group 4 3,9765 Group 3 3,1047 Social rol and image Group 4 3,7739 Group 1 4,1372 Hedonism/Pleasure Group 4 5,0000There were other differences but not significant on the 5 % level
  27. 27. Comparing the groups (4)Group 4 is more convinced then group 1 and group 3 that advertising through sports delivers them product informationGroup 4 is more convinced then group 3 that advertising through sport delivers them a certain image/lifestyleGroup 4 is more convinced then group 1 that advertising through sport delivers them pleasure Active sport participation Passive sport participation (> 2 hours/week) (> 3 hours/week) Group 1 Group 2 X Group 3 X Group 4 X X
  28. 28. Comparing the groups (5)Limited significant differences between men and womenMost important: men are more convinced then womenthat advertising delivers them a certain image/lifestyleLimited significant differences between the age groups
  29. 29. Further researchPractical implications for Role of different actors Other segmentation of advertisers through in advertising through respondents sport sport• Effect of different • Motivation for sport • Federations advertising formats participation • Individual athletes• Develop specific • Geografic • State advertisements that • Psychografic • Sports organisations focus on different • Demografic •… beliefs •…•…
  30. 30. Thank you for your attention Blondeel Pieterjan Bachelor’s Degree Sports Management @ KHBO Master’s Degree Communications Management @ University of Ghent More info:

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